Amsterdam, 17 August 2009 - Heineken®, in its fifth year as a sponsor of the UEFA Champions League, announced today the launch of the new 2009/2010 season campaign titled, 'The Heineken Star Experience'. Heineken will bring UEFA Champions League even closer to football fans, offering a new viewing experience and encouraging them to share the ultimate viewing experiences of the world's most admired club football competition.

"We want to inspire fans around the world to put everything they can into watching the game, make them get together with friends, enjoy some Heineken beer and experience the magic of this world class club football competition," said Global Manager Heineken Activation Hans Erik Tuijt.

Heineken will open this season with a new advertising campaign containing different 10-second break bumpers - in many countries supported by a 30-second TV spot - airing during the live matches and highlights programmes worldwide. Each break bumper features a team of fans demonstrating how much effort they are willing to put into the match; just like the real footballers do, when playing the game.

Star Experience through the season: Prizes, Tours, Finals
Heineken will continue to offer fans the opportunity to see the greatest football up close and personal. Through the Heineken Star Seats and Back Stadium Passes, fans can win tickets to UEFA Champions League matches and receive an exclusive behind the scenes tour of the stadia, including a visit to the pitch side to watch the players warm up. Furthermore, Heineken gives fans the chance to transform their home living room into the ultimate UEFA Champions League Star Lounge.

During the knockout stages, Heineken will take the famous UEFA Champions League Trophy on tour to the USA in order to give fans the opportunity to be one-on-one with the famous sporting icon. Fans will have the opportunity to live the ultimate viewing experience by watching the final from a very special location in the world, as part of the Heineken Star Final. Last season more than 350 fans had the opportunity to watch the final on a tropical beach in Thailand which they won by playing an online competition against 250,000 people worldwide. At the same time, Heineken guests will have the chance to see some of the most famous clubs and greatest players in the world competing at the UEFA Champions League Final 2010 in Madrid.

Heineken and UEFA Champions League, a perfect match
The sponsorship of UEFA Champions League plays an important role in the marketing strategy of the Heineken brand. Hans Erik Tuijt added: "Heineken and the UEFA Champions League are an absolute match. The UEFA Champions League has become the pinnacle of European football and world's largest sporting event; Heineken is the world's most valuable, international premium beer brand. Through the Heineken Star Experience we want to take the fans' enjoyment of the UEFA Champions League to a whole new level."

Enjoy Heineken Responsibly
Heineken will continue to integrate its responsible consumption programme into the sponsorship of UEFA Champions League. Every stadium hosting a UEFA Champions League match will feature "Enjoy Responsibly" on one of its three perimeter boards around the pitch, complementing the regular Heineken boarding. In addition, an Enjoy Heineken Responsibly 5-second match bumper will be broadcast several times during UEFA Champions League matches with an estimated audience of 150 million viewers per match week.