Magazine article Marketing

Heineken Signs Football Stars to Boost Activity

Magazine article Marketing

Heineken Signs Football Stars to Boost Activity

Article excerpt

Soccer greats will lead push to raise profile of Champions League sponsorship.

Heineken is to use famous European footballers in its advertising in an attempt to raise the profile of its UEFA Champions League sponsorship.

The beer brand has hired several veteran players to front its pan-European 'Legendary Football' drive, marking a shift from previous product-led activity.

Heineken's campaign ambassadors include former Holland internationals Clarence Seedorf and Ruud van Nistelrooy, Italian and German goalkeepers Gianluigi Buffon and Rene Adler, and retired former France captain Patrick Vieira.

The footballers will feature in a series of TV ads and idents to run alongside Champions League broadcasts.

The first TV clip, titled 'Opera', shows Seedorf taking a shot at Buffon at a European opera house.

The second, 'Pantheon', shows former Arsenal and Manchester United rivals Vieira and Van Nistelrooy competing for a header in a Roman gladiatorial arena.

Cyril Charzat, global brand director at Heineken, said: ''Legendary Football' captures the excitement of the best that club football has to offer and the enjoyment of these high standards. …

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