Blog de César Fraile. Consultor de Marketing Deportivo, Patrocinio; Comercial - desarrollo de negocio. Estrategia y Tácticas de Activación de Patrocinio.
Sports Marketer - Sponsorship, Consulting, Strategy and Tactics. Heineken-UEFA Champions League Sponsors winner. Activación Patrocinio

Heineken – The Champions League Sponsor´s Winner!!

HEINEKEN is the 2013 Champions League winner.

This could be the result studying brand awareness, publicity and ROI around the great competition.

One more time the did it. The dutch beer company is who has better understood how to activate a sponsorship deal,  valid from 2005.

Road to the final” is the global concept around the 360º campaign. Spot tv + press + online video and content + games + mobile app + promotional activities…

-          SPOT ROAD TO THE FINAL – Director´s special edition  (2 min)

-          TWEET TO THE FINAL. #TweetToTheFinal. Twitter campaign. Raffle 4 tickets.

-          THE SEAT – Milan y Roma. Gymkhana across the cities to find the red seats, where there are 2 tickets to the FINAL. VIDEO

-          THE DECISION – México. Somebody get close to you – a really pretty girl, and offers you to go with her to the airport and travel to london for the Champions League Final. you´ve got 2 h,  ¿what do you do?. VIDEO

-          THE DECISION – Atenas. Sscchh dónt tell anything, don´t speak to anybody. Just run to the airport. You´ve got 1 h to be there and got to the Final. VIDEO

-          THE NEGOTIATION. Men vs women. If you´re able to get your girlfriend buys this useless furniture, you reach 2 tickets for the Final. VIDEO

-          IBIZA FINAL SHOW: as every year heineken organised a sepcial event with people of all over the world to see the game in a really special experience. Ciudad del Cabo in 2012, Honkong 2011 o Krabi Island – Thailand in 2009 … this year was Omnium in Platja d´en Bossa, Ibiza which received a group of 80 winners in a really VIP party show.

-          WEMBLEY PARK: (Semifinals) Alfonso (Real Madrid ) and Schuster (FC Barcelona) supporting their temas to get to the final at Wembley. VIDEO

-          THE CANDIDATE. A hidden camera that show us some candidates in a estrange interview. Finally the winner got the job in Heineken Marketing Dept….VIDEO

Moreover an online and Facebook game platform related to the spot… and the famous app Star Player, that allows you to play in real time during the games…

And some promotional activities in supermarkets, a special edition of heineken bottles….


A great campaign called Drive to wembley.

Focused in new Ford Kuga launch campaign in media.

They have achieved the biggest Champions League ticket promotion (91 winners in Spain).


In Europe there is a lot of brand content as the “Ford´s Fascinating World of football“. A short films serie acroos the whole Europe and football, travelling in a Ford Tourneo.

In spain there isn´t enough presence…Rights use linked with products:


Not many activities. They take advantage of the sponsorship deal for branding and brand preference. During the Final there was a little campaign about new Play station 4 in Utv and spot.


The russian energy giant has raise a lot in Champions sponsors this year (in 2012 they were UEFA Europa League sponsor). It´s having a clear branding strategy in order to increase the top of mind and brand awareness, specially in Eastern Europe. They used the hospitality pack for Pr activities.

Website  Gazprom Football. Champions League and clubes activation - Zenith, Schalke, Chelsea & Red Star



Spot 1:

Spot 2:

Spot 3:


I´ve only found this action in Nigeria… VIDEO


Only branding in Utv´Leds and logo in some commercials..

PUMA – Borussia sponsor

A flashmob in the airport receiving Borussia Dortmund fans

ADIDAS – Bayern Munich

Imagen de felicitación con Schweinsteiger como icono, reflejando la derrota del año pasado en la Final frente al Chelsea y la alegría de este año con un montaje sencillo pero muy adecuado.

Campaña Adidas Champions League - Felicitación Bayern Munich

Here you are a comparative of Prime Time Sport- Esteve Calzada,  about equipment brands and players from Borussia and Bayern.

SOCIAL MEDIA IMPACT.    infografy about Tv and online impact (4,8 millions tweets during the game  -  190.000 including the official hashtag #UCLFinal) .
Aaaahhhh and this is an example of  Hankook – UEFA Europa League with fans meanwhile they watch UEFA final between Benfica and Chelsea.
Finished this season i´ll be focused on next year…

Share and Enjoy

  • Facebook
  • Twitter
  • LinkedIn
  • Google Plus
  • Add to favorites
  • Email
  • RSS

Leave a Reply

Translate »