With any good sports property you will find a beer sponsor competing for the attention of its fans. A major emphasis has been to upgrade their stadium signage and rethink their strategy. Beer brands are in favor of creating a branded atmospheres where consumer engagement can create lasting memories in the minds of their consumers.

Import beer, Heineken has a fantastic concept that was released via their facebook page for residents in the Netherlands. Heineken Dugout, is a fully branded atmosphere with a major twist: It allows unparalleled field level access for fans. Essentially, with the help of Gielissen Interiors & Exhibitions, Heineken plans to build out a custom  soccer style covered bench which would hold 4 consumers all while maintaining a Heineken can look.

These seats would truly have a “priceless” value. Heineken has fantastic opportunities to reward key accounts & consumers for their business.  Unique customer hospitality is essential in the beer business. The promotional hype to win tickets would go along way in accomplishing their 2 major goals: increase sales and affinity/loyalty to the Heineken brand.

If the concept is a success, I would expect to see sports properties in the US adopt this concept and aggressively sell this to a beverage sponsor.

Take a look at the renditions below.

*UPDATE: 11/14 Here are actual photo executions of this program