Brazil 2014: Heineken launches communications campaign with Dennis Bergkamp in the Netherlands

The Dutch brewer Heineken launched its communications campaign for the 2014 World Cup with a video using the former international Dennis Bergkamp (HOL, 79 caps, 37 goals) on 22/04/2014.

The clip features a Dutch float during carnival in Rio, and is being broadcast in the Netherlands. A statue of Dennis Bergkamp, similar to the statue of Christ the Redeemer in Rio de Janeiro, appears in the video. Heineken is not a FIFA (Federation Internationale de Football) sponsor for the 2014 World Cup. The official brewer for the competition is the American Budweiser.

Budweiser introduced its communication campaign entitled "Rise As One" for the World Cup on 20/02/2014. The campaign uses TV commercials, billboards and print advertising. The brand has also launched a social platform, riseasone.com to offer content and interact with fans.

Heineken, partner of the Champions League

• Heineken extended its partnership by three seasons with the Champions League on 30/10/2013.
• The brand has been a partner of the competition organised by UEFA (Union of European Football Associations) since 2004-05…