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VifJ I
CHALLENGE
is not surprising that the matches in
Paris will be broadcast in the U.S.A.
by America's biggest sports broad
casting station ESPN. Teams from the
University of North Carolina at
Chapel Hill and the University of
Kansas have already promised to take
part.
Brand exposure
As in the case of all Heineken corpo
rate sponsorships, the basic aim of
the Buckler Challenge is to achieve
maximum TV brand exposure.
Basketball is a telegenic sport which
is eminently suitable for brand ex
posure purposes.
Buckler will be assured of
extensive TV coverage in both Europe
(primarily via the Buckler Challenge
and the Buckler European Challenge)
and in the United States (primarily via
the Buckler U.S.A. Challenge).
Every broadcast of the Buckler
Challenge will start with a 20-second
title sequence in which Buckler will
be prominently on display. In ad
dition, arrangements have been made
to guarantee optimum exposure for
the Buckler brand image during the
match broadcasts by placing adver
tising boardings along the sides of the
playing area, a centre circle featuring
the Buckler logo, Buckler shirts for
every player, and a Buckler score
board.
The music composed for this title
sequence has also been used in a
commercial which has been produced
in Spain. This commercial serves to
communicate the link between bas
ketball and Buckler in general and to
tell the consumer about the Buckler
Challenge in particular.
Promotions
The operating compa
in Spain, Brasseries
France, Birra Dreher
Athenian Brewery in Gree
nising all sorts of promotional
hospitality activities. Consumer
motions are focused in particular on
the 3 on 3 matches. Several promo
tions are also being organised at trade
level.
Besides this, exclusive selling
rights have been secured for Buckler
(and Heineken) at every big match
and sampling will also take place
during the many 3 on 3 matches.
11
A
Buckler®
THE WORLD OF HEINEKEN
