The Holy Grail in the hearts of fans
The Champions League trophy comes to China
Starting from May 1st, the trophy that symbolizes the peak glory of the UEFA Champions League-"Big Ear Cup" came to China from Europe and started the Champions League trophy tour in China journey of.
In 2021, the UEFA Champions League and the European Cup are coming, which is the most concerned event by fans all over the world. It is reported that starting from May 1, the Champions League trophy will be toured in China and other cities. It is worth mentioning that China is the only country in Asia that will have the Champions League trophy tour this year, and it is Heineken, the high-end beer partner of the Champions League for 25 years, that brings the Champions League trophy to China.
The Champions League trophy represents the highest honor and level of European club football, and the Champions League football is also known as the highest quality and highest level club competition in the world. In football, the sacred status of the Champions League trophy in the hearts of fans is self-evident. The Champions League trophy tour has also become a classic event for fans in many countries during the Champions League.
On May 9, the UEFA Champions League trophy tour party was held at the very popular club 37.2 in Guangdong. At the event site, the signed jerseys and star-signed souvenirs of many Champions League champion teams were displayed, and many enthusiastic Champions League fans actively participated in the official event.
Accompanied by the Champions League theme song, the dazzling Champions League trophy paraded on site for a week, pushing the atmosphere of the event to a climax. Many fans took photos with the trophy to experience the passion of the Champions League outside the stadium.
That night, well-known DJs and rap artists also arrived at the tour site to watch fancy football and taste mellow beer with the guests and fans.
Having been in love with the Champions League for 25 years, Heineken focuses on bringing authentic top-level competitions to users.
In 1994, Heineken cooperated with UEFA, and the in-depth cooperation between the two parties has continued for 25 years. Clearly, the UEFA Champions League-related marketing activities have become an important part of Heineken's global marketing activities.
As a world-renowned high-end beer brand, Heineken has always spared no effort in sponsoring and cooperating in the world's top events. In this regard, Heineken has always advocated the concept of "appreciate star-rated events, drink star-rated beer, and enjoy star-rated experience".
Thanks to its long-term continuous and in-depth sponsorship of the world's top sports events such as the Champions League, Heineken has successfully entered the global market and has become a leading brand in the global high-end beer market. It has to be said that Heineken's long-term brand strategy focusing on high-end sports events is one of the most successful brand strategies in the field of consumer goods so far.
But at the same time, we should see that the cooperation between Heineken and the Champions League is significantly different from the sponsorship activities of other brands. One of the differences between
:
Heineken is obviously not just a "partner" in the Champions League, the two sides are more like a pair of tacit partners.
The Champions League trophy tour around the world every year is a classic event jointly held by Heineken and the Champions League. The event sub-stations are located in many countries around the world.
This is a strategy that both Heineken and UEFA are happy to implement. The Champions League trophy tour has greatly enhanced the influence of the Champions League in the global non-European market, and expanded the base and influence of the Champions League's global fans.
At the same time, the main consumption scenarios and channels of beer are still in restaurants and bars. Therefore, through the Champions League trophy tour, Heineken enables fans around the world to feel the atmosphere and charm of the Champions League wherever they are, so as to promote Heineken’s brand influence and consumption.
It is foreseeable that with the continuous deepening of the Champions League trophy tour in China, coupled with the recovery of consumption in the Chinese market in 2021 after the epidemic, the Chinese beer market is likely to have a consumption trend of "watching football and drinking Heineken" this year.
It is worth mentioning that, as another "masterpiece" of Heineken's continuous development of high-end sports events, will be the European Cup to be unveiled in June, and Heineken is also its sponsorship partner. At that time, Heineken will undoubtedly continue to accompany the fans to witness the wonderful peak duel moments on the green field.
The second difference:
Heineken's selection and promotion of high-end sports events pay more attention to how to bring the ultimate experience to consumers.
The in-depth cooperation between Heineken and high-end sports event IP has always been committed to bringing the high-end brand experience of "world-class" and "authentic world-class viewing experience" to consumers around the world.
For the vast majority of fans, they can only watch the UEFA Champions League through the TV screen, and it is difficult to feel the atmosphere of the game. And Heineken teamed up with the UEFA Champions League to set up the UEFA Champions League trophy tour, whether it is the dazzling trophy running around the field, the souvenirs signed by the UEFA Champions League teams and stars, and the hilarious atmosphere of drinking beer on the spot, etc. To a large extent, consumers have experienced the atmosphere and passion of the Champions League. And Heineken itself is the most important and indispensable element of the Champions League atmosphere.
The third difference:
The ultimate Champions League experience for consumers is brought to consumers by the Heineken brand and channel partners.
There are countless Champions League fans in the Chinese market. How can every Champions League fan have the opportunity to experience the authentic atmosphere and passion of the Champions League? In fact, this is brought to consumers by the Heineken brand in conjunction with its channel partners.
The partners here include retail terminals such as restaurants, bars and nightclubs, as well as tens of thousands of distributors and marketers of Heineken beer across the country. These Heineken partners jointly displayed various Champions League materials to the fans, and held numerous Champions League experience activities to allow every fan to participate.
Especially on the night of every Champions League match, countless fans gather in restaurants and bars that are brightly lit all night, to enjoy the live broadcast of the game on the screen, and to drink beer heartily. Although cannot attend the competition in person, this immersive experience is exactly the experience Heineken hopes to bring to users.
It is reported that the first stop of 's UEFA Champions League trophy exhibition China event presented by Heineken has successfully set off on May 1st at Shenzhen Futian Shopping Park, and will also tour in many cities. Heineken will make every effort to create a high-level event performance this summer, bringing the intense atmosphere of the Champions League final to Chinese fans in advance.
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