UniCredit Gives UEFA Fans a Tour of a Lifetime

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UniCredit and UEFA have teamed up to create an incredible UEFA Champions League Trophy Tour that will span (5) European cities from September 15th through October 17th. The tour features the UEFA Trophy traveling in a glass case on a bed of a semi for all onlookers to see.

The UniCredit UEFA Champions League Trophy Tour allows fans to have their picture taken with European soccer's most prized possession, experience a meet-n-greet with famous players, and enjoy plenty of soccer activities. In 2009, the trophy tour attracted 90,000+ fans.

The 2010 UniCredit UEFA Champions League Trophy Tour will travel to Munich, Prague, Warsaw, Bratislava, and Vienna. The tour vehicle will also make stopovers in various cities en route to each of the destinations, allowing soccer enthusiasts throughout Europe to see the trophy. UEFA will use the tour to promote its services, key values, and fair play.

One of the most impressive aspects of the tour (outside of the semi display), is the tour's interactive webpage, which is definitely worth a look.

Here is a quick video of the UEFA Trophy arriving at one of its destinations in grand fashion:

   

  

Heineken Brings its UEFA Association to Life for Fans

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HAs the title sponsor of the 2010 UEFA Champions League, Heineken created a fully integrated marketing program that involved social and digital media outreach, consumer sweepstakes, and retail components to drive product sales. The brand activated its affiliation with the UEFA Champions League in 60 markets across and leveraged several messaging channels.

Here is a quick look at some of their UEFA Activation:

UEFA Champions League Watch Party - Dubai

Global Guerrilla Marketing Stunt

Marketplace Activation

Heineken celebrated its affiliation with the UEFA Champions League by building a 8m x 6m x 3m model of Santiago Bernabeu Stadium with 40,000 cans. The structure was built in three (3) weeks and took two (2) full days to assemble. Check it out below:  

Heineken also executed a series of other events in major soccer markets to engage consumers:

Heineken UEFA Cup Trophy Tour

  • Heineken teamed up with UEFA for the fourth time to bring the Champions League Trophy tour to the United States for five (5) weeks, visiting major cities across the nation.

Ultimate Fan Page for fans

  • Featured exclusive footage, Trophy Tour updates, and a sweepstakes to win a trip to the UEFA Champions League final

Custom POS at Retail

Media

The UEFA Champions League is the most prestigious club soccer tournament in the world, with 150 million viewers across 220 countries and territories tuning in to watch live each week.