Heineken appoints iris for Champions League below-the-line task

by Joe Thomas, marketingmagazine.co.uk 02-Jul-09, 10:15

LONDON - Heineken has appointed iris to handle its sponsorship of the UEFA Champions League, following a pitch.

iris will be responsible for devising a global activation strategy to leverage the sponsorship below-the-line. The agency will also create a global toolkit to drive retail sales through point of sale and experiential.

The campaign is expected to break in the third quarter of the year to coincide with the group stage of the 2009/2010 UEFA Champions League. The activity will target males over the legal drinking age, working alongside Heineken's other roster agencies, which include AKQA and Bartle Bogle Hegarty.

In March iris was appointed by UEFA and their partners create a five-day festival in Rome in the run up to the UEFA Champions League Final.