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Beer brand Heineken start 2011/2012 UEFA Champions League partnership

Heineken have launched the new 'Legendary Football' campaign for the new 2011/12 UEFA Champions League season.

The campaign will be centered around two new films featuring UEFA Champions League legends, aims to showcase how the UEFA Champions League, the world's most prestigious and high-profile club competition, and Heineken, the world's leading premium beer brand, combine to court fans around the world.
The star studded legends include Gianluigi Buffon, Rene Adler, Patrick Vieira, Clarence Seedorf and Ruud Van Nistelrooy, who between them have played nearly 350 UEFA Champions League matches.
Cyril Charzat, Global Brand Director at Heineken, explained

"As a long-term partner of the UEFA Champions League, Heineken understands the magic of the tournament and the masterpiece moments which make it so special. Legendary Football captivates the excitement of the very best that club football has to offer and the enjoyment of these high standards is something that Heineken has in common with football enthusiasts".
The television advertisements that will be broadcast in over 180 countries worldwide will feature the 'Opera', that sees Seedorf lines up to take a shot at Buffon, filmed in the stunning setting of a beautiful European opera house. The second video, 'Pantheon', takes place in the more historical, spectacular setting of an ancient Roman gladiatorial ring, where Vieira and Van Nistelrooy compete to win a header at Adler's goal.
Patrick Vieira said: "When you walk out you hear the Champions League music, you think, 'This is it'. This is our moment and when you're there and you walk out onto the pitch, you play against the best teams in Europe, and the matches are always very exciting. I do think that there is a parallel between art and soccer, when you are playing in the Champions League you feel that you are in an arena. We players compare ourselves to gladiators and when the battle starts against the opponent you then have to go out there and try to win the match."
Heineken International announced in May that it has extended its contract with UEFA to sponsor the UEFA Champions League for a further three years.

George Moss

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