Not only is Heineken sponsoring the International Champions Cup, a world class soccer tournament, but it also is giving fans a chance to win game tickets, stadium tours, and exclusive merchandise—simply by texting GOAL to 88500 , as instructed by soccer-themed POS supporting in-store feature and display activity.
This year’s venues for the 2017 International Champions Cup presented by Heineken include: Los Angeles Memorial Coliseum; Los Angeles, CA Levi’s Stadium; Santa Clara, CA FedEx Field; Washington, D.C. Hard Rock Stadium; Miami, FL Camping World Stadium; Orlando, FL Gillette Stadium; Boston, MA MetLife Stadium; East Rutherford, NJ Red Bull Arena; Harrison, NJ Nissan Stadium; Nashville, TN
In digital activation, @HeinekenSoccer will be promoting the program, driving consumers to the Heineken soccer website for ICC and soccer content.
On-site, Heineken will be promoting in stadium beer gardens at the biggest ICC matches. PR and media will feature influencer events and leverage the Heineken® Boot Room for exclusive player interviews.
The ICC is a big deal: In 2014, over 109,318 fans showed up to watch Manchester United and Real Madrid meet at the University of Michigan in Ann Arbor — the highest attended soccer game in US history. In 2016, the two most attended soccer games in the U.S. were part of the International Champions Cup, when 105,826 watched Real Madrid take on Chelsea at Michigan Stadium, and 86,461 watched Real Madrid play Paris Saint-Germain at Ohio Stadium.
“Heineken® drinkers are passionate about all things soccer and ICC”, says Rob Ryder, Heineken brand manager who notes Heineken drinkers are 60% more inclined to view FIFA soccer championships, 72% of drinkers associate beer with soccer, and the Heineken® target is 66% more likely to view Major League Soccer.
“Enjoying a cold Heineken on gameday enhances the experience and leads to greater consumer engagement,” he added, and Heineken has seen high single digit uplift in volumes within markets that activated ICC at retail last year, offering strong encouragement for retailers to support the partnership with ICC. “We will build on this momentum in 2017 with an even bigger program,” Ryder says.
He adds that several facts make Heineken and ICC a winning combination for retailers who support the program. Heineken remains the No. 1 European Import, Heineken Light is the No. 11 best tasting Light beer, and Imports are growing 9 times faster than Total Beer.
“Add to this that Heineken shoppers make 16% more store trips, generate 18% higher basket rings, and nearly 60% of Millennials consider Heineken for their next purchase, and the Heineken and ICC partnership means higher sales and profits for retailers,” Ryder says.