Celebrating Football Sailing Into First Place! World of Heineken 42 summer 2010 One of the most eagerly awaited events of the year for Heineken and football fans around the world is, without doubt, the Heineken Star Final. Consumers are selected to attend the event through a competition on the Heineken website. The three-day event takes place each year in an exotic location. Previous Star Finals have featured Iceland's starry sky, a tropical Thai beach and even the African wilderness. This year, the football capital of the world, Rio de Janeiro, hosted the event. The lucky fans were flown, all expenses paid, to enjoy three days of VIP UEFA Champions League fever. "Heineken really gave us an incredible experience; from the minute we received the notification that we had won, to the minute we set foot back home," said Cristobal Delano Ruiz, a previous winner from Chile. "What a great and unique experience to be a part of, and with people from all over the world!" said another football enthusiast from the Netherlands. With around 80 countries involved worldwide, the Heineken Star Final has become a truly global phenomenon. A natural fit for the world's most international premium beer brand, available in virtually every country. www.heineken.com This year marked the 30th anniversary of the famous St. Maarten Heineken Regatta in the Caribbean. Each year, this impressive international competition brings the world's most talented and ambitious sailors together, for four days of intense racing. The 2010 event exceeded previous records, with 240 registrations, compared with only 12 for the first competition in 1970. A huge fleet of boats and 3,500 motivated sailors competed on challenging courses, designed by a team of experienced sailing officials. This year's winners included the Something Hot Ladies Sailing Team. These dedicated ladies, who all work for Heineken, make the most of their time in the Caribbean by devoting extra time to local charities while they are in St. Maarten. This year, the team were placed first in their class! If sailing is considered the 'serious' part of the experience, the fun part starts after sunset. Following each competition, spectators and racers head for the enormously popular on-shore musical entertainment. A selection of the world's finest artists perform over four nights, enhanced by ice-cold servings of Heineken®, of course. celebrate together in style The event also provides the Heineken Americas Region with a VIP programme that offers a unique 'Heineken- owned' experience. The whole island is Heineken-branded for the weekend, allowing the brand to be showcased to consumers and business partners in a way not seen anywhere else in the world. www.heinekenregatta.com 4

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World of Heineken | 2010 | | pagina 6