US: Heineken UEFA trophy tour

11 February, 2010

US: Heineken is giving US consumers the chance to see the UEFA Champions League trophy. Starting mid February in New York, the trophy will pass through the cities of Boston and Chicago and end up in Los Angeles in mid March, where US football fans will have the opportunity to spend a special moment with the famous trophy.

The tour follows similar successful tours in Africa last year, South America in 2008 and in Asia in 2007. This marks Heineken’s fifth year of sponsorship.

Hans Erik Tuijt, Heineken’s brand activation manager said: “We want to share this unique and memorable experience with fans all over the world, and what better way than to be able to see and be close to the very esteemed Trophy itself. Heineken is very proud to be the only UEFA Champions League partner that can bring the Trophy outside Europe and into the USA for the first time.”

During this season’s knockout stages, football fans (21 and older), will have the opportunity to take photos with the trophy, admire UEFA Champions League historical footage and memorabilia and to win tickets to see the most famous clubs and greatest players in the world competing at the UEFA Champions League Final 2010 in Madrid.

In each city, the trophy will be presented by UEFA Champions League ambassadors, world-class football players and internationally renowned legends such as Zico, Eusébio, Bebeto, Steve McManaman, Edgar Davids, Michael Laudrup and Brian Laudrup.

The schedule of UEFA Champions League Trophy presented by Heineken is:

February 13-17

New York City

February 20-23


February 26-March 3


March      13-16

Los Angeles

The Heineken announcement concluded: “With over 150 million TV viewers watching live coverage of the UEFA Champions League in 220 countries and territories every match week, this premier-sporting event has become global and fits perfectly with the Heineken brand, which is enjoyed in almost every country in the world.”