Heineken is launching a new on-pack promotion to highlight its partnership with UEFA Champions League to the off-trade.

Throughout the 2016/ 2017 season, until March 2017, thousands of limited edition Heineken packs will offer shoppers the chance to win prizes, including access to the exclusive Heineken and BT Sports Champions Lounge with four friends, which features a live link up to the BT Sports studio to chat live with the pundits.

There will be a weekly draw between now and 3 March, with 4,500 people also able to win half price BT Sports subscriptions.

The UCL packaging is expected to drive awareness of the sponsorship, but it is also thought to be ideal for retailers hoping to attract shoppers who are planning to stay in and watch a game, according to Heineken.

Craig Clarkson, off-trade and category director at Heineken, said: “The UCL limited edition design and unique prizes available for this 2016/ 2017 season will give Heineken incredible visibility on-shelf. This is a fantastic opportunity to drive mid-week sales, with Tuesday and Wednesday match nights offering retailers the chance to bring the Quiet Night in occasion to life. Retailers need to ensure their chiller is stocked up with plenty of Heineken limited edition packs for shoppers, who are buying for later that day, to make the most of the this UEFA Champions League season.”

The on-pack promotion features across 4-pack bottles, 12-pack cans, 4-pack cans and 6-pack cans.