Foster’s bids to become high-profile sponsor

Heineken UK is looking at sponsorship in a bid to differentiate its Foster’s brand in the crowded UK beer market.

Foster’s: Sponsorship strategy

The drinks maker is talking to agencies about taking over an existing sponsorship property or developing a bespoke event for Foster’s in a manner similar to Nike’s Run London.

It is believed Heineken UK is looking at several possible properties, including sport and entertainment events, in a bid to maintain and increase brand loyalty. The agency search is being handled by Creative Brief.

Foster’s sponsored Norwich City Football Club in the late Eighties and has also supported Formula One events.

Rival Carling is the title sponsor of the Football League Cup and has previously been heavily involved in music sponsorship, while Carlsberg is an official partner of the England national football side. Sister brand Heineken sponsors the UEFA Champions League.

Heineken UK is also reviewing the advertising account for Foster’s. It is understood that incumbent agency M&C Saatchi will repitch for the business. The last marketing campaign for the brand continued to push its Australian heritage with the strapline “Get some Australian in you”.

According to Heineken’s last financial statement, the campaign helped boost Foster’s share of the UK beer market by 2.6% last year.
A spokesman for Heineken UK declined to comment.

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