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Heineken being a key sponsor of the UEFA Champions League capitalized on its presence to push its brand among loyal customers. Through a study, it was noted that most supporters of the league watched through their digital devices meaning that ad campaigns running through mainstream media were not conversant with them.

Black Fridays have greatly helped in fueling retail sales in the past two years, a sector that was mulled with store closures, flagging sales and a slump in consumer confidence.