Heineken offers live link to Champions League pundits

A Heineken promotional campaign is offering customers the chance to join a live link-up to football pundits commentating on this year’s Champions League tournament.

To support the launch of the new UEFA Champions League TV commercial starring Manchester United manager José Mourinho last month, Heineken is introducing an on-pack promotion highlighting its partnership with UEFA Champions League to the off-trade.

Heineken’s special edition Champions League four-pack

From October to March, the on-pack promotion will offer thousands of shoppers the chance to win ‘money-can’t-buy’ access to the Heineken and BT Sport Champions Lounge with four friends, which features a live link-up to the BT Sport studio to chat live with the pundits.

There will be a weekly prize draw between now and 3 March 2017, with 4,500 people also able to win half-price BT Sport subscriptions (new customers only).

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Heineken’s limited edition Uefa Champions League packaging aims to drive awareness of the company’s sponsorship of the tournament and give retailers the opportunity to bring the excitement of the Champions League to shoppers.

“The UCL limited edition design and unique prizes available for this 2016 / 2017 season will give Heineken incredible visibility on-shelf,” Craig Clarkson, Heineken’s off-trade and category director, said.

“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 this UEFA Champions League season.”

The on-pack promotion is featured across four-pack bottles, 12-pack cans and 12-pack bottles, four-pack cans and six-can pack cans, which are available now.

The Champions League is the world’s biggest club football tournament. The final of the 2012-13 tournament was the most watched final to date, drawing 360 million viewers worldwide.

The BT Sport football pundit team includes such luminaries as Rio Ferdinand, Steven Gerrard and Steve McManaman.