Entertainment SA recently caught up with Heineken Head of Marketing Marcel Swain as he unpacks all the details regarding their newly announced partnership with Big Concerts.
Swain tells ESA that with Heineken being a global brand, they have taken a holistic approach to their business strategy by mixing business and entertainment while also focusing on the music and sports space.
Swain tells us that part of their mission is to help the South African government as well as the private sector by playing a pivotal role in creating employment in South Africa – a country plagued by a high rate of youth unemployment.
In an exclusive interview with ESA, Swain elaborated on venturing into sponsoring the local football game as Heineken has a proven record in backing top football tournaments and sports events.
For decades, the beer brand has dedicated itself to creating memorable experiences for its consumers and customers. As a proud sponsor of the likes of Formula 1, Formula E, Rugby World Cup, UEFA Champions League, and the UEFA Women’s Champions League, Heineken® South Africa announced a multi-year partnership with Big Concerts as an Official Partner and Beverage & Experience sponsor.
Big Concerts is a leader in live entertainment experiences and since its inception, the iconic brand continues to deliver top-class concerts, from theatre shows to sold-out stadiums. Through this partnership, Heineken aims to bring the best live entertainment together with an elevated VIP experience that Heineken has to offer.
ESA: Please tell us about the partnership between Heineken and Big Concerts. How did it come about?
Marcel Swain: Being a global brand, Heineken has global platforms such as Formula 1 and UEFA Champions League, and as you know Big Concerts is a leader in eventing and in the entertainment industry, so we thought merging these two brands of being world-class in South Africa and the event industry is a great step.
ESA: We have seen how the pandemic has dented the event industry, globally and many brands lost profits. Why take that risk when an ordeal such as COVID-19 could return?
Marcel Swain: With South Africa opening up, Heineken and Big Concerts really see the opportunity of bringing world-class talent to provide world-class experiences to the South African community. So, we do not see this as just about profits but an opportunity to uplift the entertainment industry in South Africa.
ESA: Tell us more about the partnership and how you and Big Concerts are set to mutually benefit?
Marcel Swain: This is a match made in heaven and as I said Big Concerts is the leader in the entertainment industry, Heineken is known for world-class showcase spaces and experiential events, so we see this as a mutual benefit from a number of angles. We want to make sure our consumers and customers get the best results from this partnership. It’s all about them and not about us.
https://twitter.com/Heineken_SA/status/1565311216192462848
ESA: What can eventgoers and fans expect to get or experience at the Heineken-themed ‘spaces’?
Marcel Swain: At the festivals or concerts, we are not planning to have Heineken-themed spaces, however, we do want to make event goers have a memorable experience, be it from purchasing a refreshing Heneiken to the entrance and photo opportunities as well as potentially be a lucky winner of a red star access experience. This is elevated VIP treatment at the concerts, so do stay tuned and we would like to see you there.
ESA: We see a lot of youth flocking to events and concerts and in the same breath South Africa has seen a rise in youth unemployment over the years. Do you think global and local corporations/brands should play a role in addressing unemployment and/or creating opportunities for unemployed youth?
Marcel Swain: I believe it’s super imperative that local corporations or brands do play a role in their strait of unemployment. You’ll be happy to know that for concerts, we’ll be using local service providers and partners. There will be a topic of addressing, leveraging, and employing the youth as well as bringing to life the elevated experience we have planned to showcase at the concerts. Yes, I encourage other brands to jump on board and make a concerted effort in driving employment for the youth in South Africa.
ESA: For those interested, where can they get more information about what Heineken has in store for them?
Marcel Swain: So, I would encourage everyone to follow us on social media pages. We are on Instagram and Twitter. You can follow us at @Heineken_SA.
ESA: Being heavily involved in events and lifestyle partnerships, does Heineken have any plans to venture into the South African football space? Or perhaps the sponsorship of any local music artists?
Marcel Swain: So during the UEFA Champions League period, we had a global campaign called cheers to all fans. Here in South Africa, we took it one step further and said cheers to all players, and what we did was leverage a global platform and provide our local talents with an opportunity to connect with global talents. So we launched a global platform and we called it Heineken all invitational which was a legendary five-a-side mixed-gender match that took place here in Johannesburg. We had the likes of Portia Modise, Teko Modise, Benni McCarthy, and Lucas Radebe and all playing with the likes of top talents such as Clarence Seedorf, Luis Garcia, and Rosella Ayana who actually participated in the final with Morocco and Banyana Banyana. So, we might not be sponsoring local football but we feel it’s an opportunity for us to connect local talent with the likes of global talents. We also give them an opportunity to speak their minds and voice their point of view. Regarding local music artists, yes, we do exactly the same in terms of connecting local artists be it deejays or even musicians with the likes of global artists and we are currently looking at executing that our Heneiken house which will be taking place at Rocking the Daisies this weekend. So, we did give the opportunity to showcase everyone’s talents and we can see the likes of how Amapiano has exploded and gone globally – we feel that as Heineken, we can do that for South Africans as we say at Heineken, for a fresher world.
Main Image: Marcel Swain/Supplied
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