Heineken gave Maltese consumers an unprecedented UEFA Champions League experience when they hosted a number of VIP clients to a viewing of the Champions League final in Berlin between Barcelona and Juventus at their café in Valletta. Similar to what happens in VIP enclosures of Europe's stadia during UEFA Champions League finals, the distinguished guests were welcomed by hostesses, cold Heineken and canapes were served. Given the electrifying atmosphere of the game which saw Barcelona scoring in the first four minutes and Juventus drawing just after halftime only for Barcelona to take the lead a few minutes later and then scoring again in the final seconds and the stylish ambiance of cafe' Charles Grech in Valletta, it was a truly enjoyable night out.
Apart from the Valletta event, Heineken and Charles Grech Ltd also organised two public viewing events at the Tigullio car park and Hugo's Pub. The aim of these events is to enhance the viewing experience of UCL matches and strengthen the relation between Heineken and UCL. Consumers could enjoy Heineken on the special Champions League sofa, while they were watching the game.
Right from the semi-final stages, Charles Grech Co. Ltd and Heineken also hosted multi promotional events in various outlets, where consumers had the opportunity to win great prizes. The promotions were aimed at creating excitement and engagement between consumers and the brand.
The Heineken® brand has a long-standing sponsorship with the UEFA Champions League. The global, premier sporting event fits perfectly with the Heineken® brand, being the world's most international premium beer. Heineken® will continue as an official partner of the world's most prestigious club football competition up to and including the 2017 / 2018 season. Heineken® has been an integral partner of the UEFA Champions League since 2005. The sponsorship allows Heineken® to elevate its global status as the world's favourite beer. Last year the UEFA Champions League reached a cumulative audience of more than four billion TV viewers in 220 countries and territories, whilst also continuing to support the brand's growth.