The company says its promotional programme is set to help 600 venues to capitalise on two of the year’s biggest sporting events.
This has included setting up VIP areas in selected venues – giving some supporters the chance to watch the games from the best seats in the house.
The company has been has continued promoting its ‘Match Your Ticket’ and Star Treatment App, which has seen over 1,000 match tickets and 200 backstage passes being won this season.
In Cardiff Heineken has made its branding more prominent around the Millennium stadium and in 25 key outlets across the city.
Andrew Turner, category and trade marketing director, said: “The activation we are installing around the UEFA Champions League and Heineken Cup presents a fantastic opportunity for licensees to harness the pulling power of exceptionally popular sporting occasions to drive sales ahead of and during the finals.”