Blog: Chris MercerHeineken kicks off Brazil push

Chris Mercer | 18 February 2010

Heineken has wasted no time in using its connection with football to begin building presence in Brazil.

As just-drinks settled down to watch Arsenal's calamitous display against Porto last night, we noticed that the Netherlands-based brewer is offering fans the chance to watch the UEFA Champions League final from Brazil.

The final will take place in Madrid, but Heineken will take fans to Rio de Janeiro as part of its sponsorship of the tournament.

It is surely no coincidence that this competition has come about following Heineken's acquisition of FEMSA Cerveza.

Heineken is keen to use FEMSA's platform in Brazil to build the Heineken brand in what is the fourth largest beer market in the world. Brazil is also football 'maluco' and Heineken has already stated its plans to use football to "win" with Heineken in what is also A-B InBev's backyard.

To gain the chance to win tickets, fans are asked to test their rhythm in the first of three tests on Heineken's website. Guitar Hero players stand at a minor advantage, although one must question whether anyone unable to complete the task should be allowed to leave their house.

Chris Mercer, Deputy Editor


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