Iconic beer brand Heineken has unveiled this year’s Uefa Champions League (UCL) campaign in Kenya, promising exciting and memorable experiences for football fans and consumers alike, including receiving the Uefa Champions League trophy in May as part of a world tour.
Through the campaign, Heineken is aiming to transform the football culture in Kenya with a series of experiential activities going beyond the usual live match screenings, into unforgettable social events for hard core fans of the Champions League.
The campaign is anchored on the brand’s global sponsorship of UCL through which Heineken holds unique events bringing fans together, fusing the football experience with a curation of music, art, entertainment and lifestyle activities.
Dubbed “Cheers to the Hard Core Fans”, the campaign will culminate in a grand party, the UCL Finals Viewing Event, in May. Prior to that, fans will have had the opportunity to see the UCL trophy which will be in Kenya between 1st to 3rd May.
Heineken® is keen on leveraging its association with the Champions League, a premier global football event, to drive awareness and affinity for the premium beer brand, which has a rich heritage of supporting major global sports events including Formula 1. UCL is the largest sponsorship platform for Heineken globally.
Kenya Wine Agencies Limited Commercial Director, Jonas Geeraerts said this year’s UCL campaign will be bigger and more exciting and engaging than last year.
“This year, the campaign will be bigger, bolder and better. We promise to deliver to the UCL fans and Heineken consumers at large, an exciting and unforgettable Champions League season,”
said Mr. Geeraerts at the launch event at the upmarket Kalamata Restaurant in Lavington, Nairobi, on Tuesday evening.
He added that the goal is to change the football culture in Kenya from mere spectating to a blend of football, food, music and entertainment.
“Heineken® is already redefining what it means to be a football fan. This is also an opportunity for the brand to connect strongly with consumers with memorable, fun-filled football moments.”
KWAL Head of Marketing Dr. Senorine Wasike, says the campaign is more than a marketing exercise as it aims at creating meaningful engagement with football fans around what they enjoy while watching the game.
“We aspire to create unforgettable brand experiences around football. Through this campaign we want to create a seamless brand experience that fosters a strong connection between the brand and football enthusiasts,”
says Dr. Wasike.
Heineken was a major sponsor of the Standard Chartered Nairobi 2024 Marathon, underscoring the brand’s commitment to supporting sports.
KWAL is part of the HEINEKEN company and is committed to bringing HEINEKEN global experiences to Kenyan consumers.
“As KWAL and being part of the HEINEKEN company, we want Heineken to be a brand that Kenyans connect to, inspired by our Purpose to brew the joy of true togetherness to inspire a better world. KWAL commitment is to continue to locally deliver that great experience for which the brand is loved and trusted,”
explained said Mr. Geeraerts.
