Range of activities
Amstel hat
European football, particularly as we enter an exciting time with a
new competition format, is highly valued."
Amstel has developed a sponsor model in which all elements link
up well with one another. Amstel's presence on TV and in football
stadiums, the Amstel football hat and a whole range of other special
activities are integrated into a well-thought-out programme. This
begins with the high visibility on television during UEFA Champions
League matches. This great sport and media event has an audience
of billions of football fans. During the new competition format,
starting season 2003 - 2004, there will be 125 matches, and the
Amstel logo will be visible for an average of more than twenty
minutes per match. And during the nine-month tournament,
Amstel will broadcast specially developed TV spots before and after
the matches. These so called 'break bumpers' will be shown in
170 different versions. The TV broadcasts are supported by
Amstel's enthusiastic 'Fanship' messages which are communicated
in an integrated manner in advertising, sales promotion activities,
new media, tailor-made newspapers, sampling of Amstel hats, live
events etcetera. During football matches in the stadiums where
UEFA Champions League matches are played, Amstel Beer is the
only beer available.
And in many countries, promotions are being developed focusing
on the famous Amstel UEFA Champions League hat. Throughout the
years Amstel has distributed over 500,000 hats among European
football fans. This famous piece of headgear has become an
indispensable part of international football culture. The hat can
be seen as the most well-known and striking example of Amstel's
commitment to everything to do with football and the festivities
surrounding the game. Hundreds of thousands of football fans
have worn and collected the Amstel hat.
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