Heineken’s sponsorship strategy is all about creating unique experiences that connect people and spark social moments. Jacqueline Van Faassen, Premium Brands Director & Head of Innovation at United Breweries (Heineken India), discussed the brand’s focus on human connections and its partnerships with major sporting events like the UEFA Champions League and Formula 1.
Heineken uses these sponsorships to offer fans memorable experiences and bring people together from around the world. The brand’s involvement in global sports helps reinforce its image as a connector of people, fostering good times and shared moments. For example, during the UEFA Champions League, Heineken ran a global campaign offering fans the chance to win an all-expenses-paid trip to watch the Final in London, including fans from India, who got to enjoy the event live at Wembley Stadium.
Heineken’s focus on football and F1 has boosted its global image and strengthened its presence in India by offering fans immersive experiences and celebrating the sport’s community. The brand’s “Cheers to All Real Hardcore Fans” campaign highlights the diverse passion of football fans, aiming to include those who may be overlooked.
When it comes to social media, Heineken emphasizes its role in creating lasting connections. The brand uses digital platforms and experiential marketing to engage with its audience on a deeper level, driving genuine interactions and promoting the joy of togetherness.
