Heineken Match-Finding Site Quenches Thirst of Soccer Fans
The rising popularity of European soccer in the U.S. is a very good thing for beer brands. Because the early match times mean more daytime drinking at bars. Kegs and eggs anyone?
Now Heineken is trying to lure more soccer fans to pubs via a new partnership with Google. The program, which is part of Heineken’s broader “Soccer Is Here” campaign, involves a mobile website that allows fans to find out which bars are showing matches featuring their favorite teams. For now, the program is only available in New York City. But Heineken USA will consider expanding the program to other cities if it proves popular, said Heineken brand manager Rob Ryder.
Fans entering “soccerishere.com” into their mobile internet browser will see a map of New York City with participating bars highlighted showing featured matches. Fans can search by league, match or venue. The program includes matches from the UEFA Champions League, the English Premier League, the Spanish league La Liga, as well as Major League Soccer games in the U.S.
