UEFA Champions League on-pack promo

16 December, 2009

Heineken is offering football fans the chance to go behind the scenes at a UEFA Champions League match as part of a new on-pack promotion.

Shoppers will be able to enter the Backstadium Passes competition online by entering the last four digits of a barcode found on promotional packs.

Four winners could find themselves watching pre-match training from the pitch side while runners up will receive a UEFA Champions League highlights DVD.

The promotion will span all off-trade channels from March and will capitalise on Heineken’s status as an official sponsor of the tournament.

Shaun Heyes, head of customer marketing for the off-trade, said: “The UEFA Champions League attracts some of television’s highest viewing figures, demonstrating its ability to bring people together and create an exciting drinking experience at home.

"The new Heineken promotion will capitalise on the unique opportunity this offers and give football fans the chance to extend their enjoyment of the tournament by offering a once in a lifetime prize."




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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