The Challenge

Execute Heineken’s International Champions Cup Sponsorship Platform to drive retail execution growth , enhanced consumer engagement and in-stadium sampling at 17 Key Markets.


so designed and executed a fully integrated program which included Retail Programming and thematic POS, a fully comprehensive in-stadium consumer engagement plan including themed Beer Gardens, Themed Concession stands and On Field VIP Experiences.


  • Dominant display coverage generated presence in over 1,600 stores across Large and small format thru 17 markets.
  • Engaged 1:1 with over 47K consumers pre-game at the Heineken Beer Gardens across 17 Markets
  • Secured strong distribution and brand exposure through impactful signage which drove incremental sales of 68% vs LY
  • Thru completion of the program, Heineken was front and center with 784K Fans in 17 Key US Markets