Heineken starts ITV sponsorship
MediaWeek, Media Week, Tuesday, 06 September 2005, 12:05am,
Heineken is to sponsor interactive television activity around the UEFA Champions League starting on 13 September.
The season-long partnership, brokered by ITV Sales and MindShare, will run across ITV1 and ITV2, with Heineken taking solus sponsorship of ITV's interactive coverage on digital satellite.
The partnership will be based around Heineken's brand philosophy of "Heineken – Believe in Better", as IainNewell, marketing director at Heineken UK, explains: "Our sponsorship of the Champions League, the premium football tournament, is rooted in our belief in better football experiences."
Viewers will be able to win tickets to the games and access further football-related content.
This article was first published on Media Week
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