UEFA CHAMPIONS LEAGUE
TROPHY TOUR
"The tour is all about using the trophy and the UEFA
Champions League to give fans the chance to experience
our brand and providing this unique opportunity to get
close to the trophy," said Niki Schilling, Heineken
International Sport Sponsorship Manager.
The Champions League Trophy travelled exclusively for
Heineken to five countries in Asia during March and April
this year, as part of Heineken's sponsorship of the
Champions League. Stopping in cities in Japan, Indonesia,
Hong Kong, Malaysia and Thailand, Heineken gave fans
the opportunity to get close to club football's most
sought-after prize, and to have a photo next to the UEFA
Champions League Trophy.
Last season, 980 million people watched Champions
League in Asia live and via highlight programmes. That
makes Asia the continent with the highest viewing figures
after Europe.
"With the Trophy Tour, we were able to leverage our UEFA
Champions League sponsorship as well as our brand and
sponsorship awareness in Asia," says Joost Geurts, Project
Manager Sponsoring at Heineken. "As part of the Tour,
customers also had the chance to win special UEFA
Champions League prizes through quiz competitions in
the on and off-trade sector."
