Hospitality programme
Future
NOVEMBER 2002
you by Amstel") in six continents and around two hundred
countries. The Operating Companies activate this sponsorship in
many different ways. Last season many consumers were
confronted with appealing promotions in supermarkets and
Horeca outlets. Some prize winners were even able to join the
final in Glasgow.
This year's final took place on May 15th, 2002, in Glasgow. In
Hampden Park several hundreds of Amstel guests from all over
the world enjoyed a two-day hospitality programme. It started
with an evening party at a beautiful venue with a view on the sea,
ending with a spectacular firework display. On the day of the final
guests were invited to come to the meeting point in Glasgow. The
Amstel guests mingled with the fans of Real Madrid and Bayer
Leverkusen on George Square. Later that afternoon, the
Champions Village offered great hospitality with good food,
enough Amstel and a huge table football. Hampden Park was
packed with 50,000 spectators who saw Zinedine Zidane score
the winning goal. After the match, there was an after-drink in the
Champions Village. Some guests extended their stay in Scotland
to play a round of golf on one of the famous local courses.
Amstel's objective is to further increase exploitation of this
valuable sponsorship. Currently negotiations take place to renew
the contract for another three years until 2006. Notwithstanding
the outcome of these negotiations Amstel will be very active for
the 2002 2003 season. The climax of this season will take place
at Old Trafford in Manchester on May 28th, 2003.
