Heineken Premium Lager is pairing up with UEFA Champions League (UCL) and Major League Soccer (MLS) to ensure soccer fans “Never Miss a Minute” of the action all season beginning March 1. Heineken’s fully-integrated, 360° retail and on-premise “Soccer is Here” program, encourages LDA+ fans to choose Heineken. National TV, digital partnerships, social support, account activation and a consumer sweepstakes are designed to consumer engagement and increase consideration and sales of Heineken at every point along the shopper’s path to purchase. To drive awareness of the campaign, Heineken is activating strategic digital ad placements with mobile, tablet, desktop and place-based media and POS materials including pole toppers, 5- and 10-case stackers, price cards, cooler decals, posters, table tents and coasters. At retail, cross-merchandising offers are among the campaigns offerings.