Building on the brand’s long-standing partnerships with the tournaments, the promotion runs through a “Match Your Ticket” scratchcard available when buying two pints or bottles of the beer.
The scratchcards will reveal a unique code which must then be texted to the number provided along with the match they would prefer to see.
Winners will be given two tickets to a UEFA Champions League group stage game or two tickets to a Heineken Cup game or the opportunity to watch the Heineken Cup final at Cardiff next May.
The in-outlet giveaways, which are designed to drive rate of sale in the build-up to the finals of each tournament, will be highlighted via posters, tent cards and drip mats.
Launching in 2014, new out-of-home advertising and branded taxis in major cities will raise further awareness about the promotion and encourage footfall to supporting outlets.
Heineken will also be working with selected venues to produce their own VIP areas for watching televised sport.
Andrew Turner, category and trade marketing director at Heinken, said: “Televised UEFA Champions League and the Heineken Cup games present the on-trade with a unique opportunity to increase footfall and this promotion is set to help licensees really make the most of their sales.
“The new Heineken ‘Match Your Ticket’ promotion offers sports fans the chance to win money-can’t-buy experiences, which we are confident will excite consumers and deliver increased sales and footfall for licensees.”