ESPN strikes partnership with Heineken for UEFA Champions League

ESPN has partnered Heineken in Singapore for the UEFA Champions League (UCL). According to ESPN, this is a first for the local market and will see it becoming the official sports media partner of Heineken Singapore.

The partnership is centred on Heineken’s “Champion the Match” campaign, an interactive champions league game which allows winners to win a trip to see the UCL final. It will cover sponsored content on ESPN FC around the Champion League previews leading up to key matches, including custom video from its Bristol studio which uses its talent for previews and analysis.

It will also see ESPN providing game around game coverage for a viewing party Heineken is hosting for winners of its “Champion the Match” contest and promotion. This includes a sports desk and talent which provide pre-game and halftime coverage for fans at the venue.

ESPN declined to comment on how much the partnership was worth.

The “Champion the Match” campaign was launched in Malaysia in March this year, aiming to redefine the way Malaysians view late-night match times. It looked towards rallying its consumers and change their behaviour towards match nights through the campaign. This included Heineken match night deliveries in partnership with Uber that begin at midnight, as well as ultimate viewing parties where fans can celebrate the matches together.