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    Heineken Brews Up New Marketing Initiatives

    Soccer pact, TV deal part of company's summer plans.

    WHITE PLAINS, N.Y. — Heineken USA is rolling out marketing programs, including a pact with one of TV's late night stars and further commitment to its relationship with soccer.

    On May 18, the brewing company launched a partnership with CBS' The Late Late Show with James Corden, which includes an exclusive sponsorship of the show's famous on-set bar. Heineken signage, bottle displays, barware and more will be featured on-air regularly within the show's on-set bar where it will be available to serve to guests.

    The marketing deal kicked off with a show appearance by actor and Heineken commercial star Benicio Del Toro, who parodied his latest Heineken commercial, "The Look," with host James Corden. To view the parody, click here.

    "We're always looking for unique ways, like our partnership with 'The Late Late Show with James Corden' to introduce new audiences to the world of Heineken," said Pattie Falch, director of Sponsorships & Events at Heineken USA. "'The Late Late Show' is one of the most buzzed about in late night television, and we're excited to be right in the middle of the action with our Heineken bar."

    Along with the on-set bar takeover, the sponsorship offers multiple touchpoints with audiences including product placement and on-air and digital integrations, on-set signage and on-air call-outs.

    Heineken USA is also keeping lose to its heritage in the soccer space with its deal to be presenting sponsor for all annual International Champions Cup (ICC) matches in the United States. 

    Since 2013, the annual ICC presented by Heineken has rapidly become a highlight on the global soccer calendar, according to the company. This year's tournament will feature eight teams from around the world facing off at various North American stadiums from July 19-30.

    "Heineken drinkers are passionate about all things soccer and ICC," said Rob Ryder, Heineken brand manager. "Enjoying a cold Heineken on game day enhances the experience and leads to greater consumer engagement."

    According to Ryder, Heineken saw 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," he added.

    As part of the marketing program, a message — text GOAL to 88500 for a chance to win game tickets, stadium tours, and exclusive merchandise — will be featured on soccer-themed point-of-sale materials to support in-store feature and display activity. 

    In digital activation, @HeinekenSoccer will promote the program, driving consumers to the Heineken soccer website for ICC and soccer content. 

    On-site, Heineken will promote in stadium beer gardens at the biggest ICC matches. Host venues for the 2017 International Champions Cup presented by Heineken include: Los Angeles Memorial Coliseum, Los Angeles; Levi's Stadium, Santa Clara, Calif.; FedEx Field, Washington, D.C.; Hard Rock Stadium, Miami; Camping World Stadium, Orlando, Fla.; Gillette Stadium, Boston; MetLife Stadium, East Rutherford, N.J.; Red Bull Arena, Harrison, N.J.; and  Nissan Stadium; Nashville, Tenn.
    White Plains-based Heineken USA is a subsidiary of Heineken International NV. European brands imported into the U.S. include Heineken, Strongbow Hard Apple Ciders, Amstel Light, and Newcastle Brown Ale. 

    Heineken USA also imports the Dos Equis Franchise, Tecate Franchise, Sol, Indio, Carta Blanca and Bohemia brands from Mexico.

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