By Tom Degun in Geneva
February 16 – Heineken has launched its fifth consecutiveChampions League Trophy Tour here at the UEFA Headquarters in Switzerland, in order to give football fans in Asia the opportunity to experience the magnificent UEFA Champions League Trophy first hand.
The 2011 Trophy Tour, launched by double UEFA Champions League winner Marcel Desailly, will see the iconic prize visit Malaysia, Thailand, Hong Kong and South Korea before it heads to London in May to be presented to the winner of the UEFA Champions League Final at Wembley Stadium.
Hans Erik Tuijt, Heineken’s Brand Activation Manager, told insideworldfootball: “The UEFA Champions League is a global competition and one of the biggest global events in the world so to be able to bring the excitement and inspiration of the amazing trophy directly to the fingertips of fans in Asia is extremely rewarding.
“This is the fifth consecutive year that Heineken, the world’s most international beer brand, has sponsored the prestigious UEFA Champions League and we believe we are a perfect match for the competition as a family-owned company that promotes responsible drinking.
“Heineken provides football fans with extraordinary experiences, which will continue to entertain and amaze as we get closer to the UEFA Champions League Final in London.”
The Trophy Tour, which began in 2007, was launched with an official handover of the cup by UEFA Champions League Trophy Tour Ambassador and former England international Graeme Le Saux and UEFA Events chief executive David Taylor to Hans Erik Tuijt and finally to French footballing legend Desailly.
Desailly said: “The UEFA Champions League Trophy Tour really demonstrates the true global reach and appeal of the UEFA Champions League and I am delighted to be part of the launch for this event.
“It will allow people in Asia to feel the magic of this great competition and touch the same prize that is sought after by the greatest footballers on the planet.”
Perhaps the highlight of the tour will be the final leg of the journey to Hong Kong in mid-April.
The trophy comes to Hong Kong four years after its first visit of the continent in 2007, when more than 50,000 fans turned up to see the prize up close.
During the tour, UEFA Champions League Trophy Tour Ambassadors, including internationally renowned legends such as Christian Karembeu, Steve McManaman, Gianfranco Zola, Giovanni van Bronckhorst and Jay-Jay Okocha, will be present at events and meet with the media and fans.
Accompanying the trophy as it tours Asia will be three lucky Heineken consumers, who have won the opportunity to travel with the cup through a global digital competition.
To win their exclusive place on the tour, they used an innovative mobile phone application to find a number of virtual trophies scattered in a number of physical global locations.
Football fans in each country will have the opportunity to take photos with the famous trophy, see UEFA Champions League historical memorabilia and win tickets to the 2011 UEFA Champions League Final at Wembley.
Commenting on the rationale behind the Trophy Tour, Taylor said: “The UEFA Champions League has a long and distinguished heritage and is the pinnacle of European club football and it is fantastic to take the unique prize to Asia thanks to Heineken.
“It may be based in Europe but it is very much a global event with global interest.”
The Trophy Tour visited North America in 2010, Africa in 2009, South America in 2008 and Asia in 2007.
The schedule of the 2011 UEFA Champions League Trophy Tour is: Kuala Lumpur (February 22- 27), Penang (March 5- 6), Kuala Lumpur (March 11- 12), Bangkok (March 16- 17), Chiang Mai (March 19- 20), Kon Kaen (March 25- 27), Seoul (April 6- 9) and Hong Kong (April 15 -17).
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