Heineken International has announced that it has extended its contract with UEFA to sponsor the UEFA Champions League for a further three years. Heineken’s new agreement will see its current deal with the world’s most prestigious club tournament extend until the end of the 2014/15 season. The partnership is set to continue to be an important component of the beer brand’s global sports sponsorship strategy while supporting the growth objectives of the brand.

Beer and music do match. This was proved by numerous partnerships and collaborations with performers launched by many brands including Heineken, Grolsch, Carlsberg, as well as premium lager brand Kronenbourg 1664, which is to release a new music-centered addition to its ‘Slow the Pace’ campaign, devised by BBH. Just like Levi’s did within its ‘Pioneer Session’ where celebrated artists were remaking popular songs of past decades, the beer brand is helping old tracks be heard again and live a new life but with the same musicians.

Levi’s has released a new art-inspired product as part of its ongoing collaboration with the MOCA museum started in Los Angeles in April—the jeanswear brand opened its new Levi’s Workshop at the ‘Art In the Streets’ exhibition of the museum and on May 24 it has released a hilarious short movie ‘Outside In: The Story of Art In the Streets,’ which showcases the process of arranging the event and interviews with graffiti influencers, “documents the artist’s creative process, their pitfalls with the law, the poetic impermanence of their craft and the artists’ evolution from the back seat of a cop car to the walls of a well-respected institution” as the synopsis states.

Pilsner Urquell, a flagship of SABMiller’s international brand portfolio, launched its new global creative campaign ‘The Legends of Pilsner Urquell’ on YouTube and PilsnerUrquell.com. The meticulously created stop-frame animation film celebrates ‘The Day Pilsen Struck Gold,’ the first chapter, in the true historical legends of the brand. The film tells the factual history of November 1842, when the Pilsen brewers took the inaugural sip of the world’s first golden beer.

After more than 200,000 YouTube votes, four regional contests and plenty of Magnum-sized rhymes, the makers of Trojan Brand Condoms and GRAMMY-winning entertainer Ludacris have announced the five winners of the Magnum ‘Live Large’ Project 2. The emcees, voted in by users on YouTube, performed live on stage alongside Ludacris in front of 20,000 fans at Miami’s Spring Fest music festival on May 29.

Johnnie Walker opened The Johnnie Walker House in Shanghai, the first of its kind outside of Scotland, which marks a new chapter for whisky culture in China. Celebrities and the social elite joined in the event:  Xia Yu, who was a named winner at The 51st Venice film festival; Chen Kun, winner of both the Huabiao and Baihua award; and Peter Chan, the influential film director and producer took part in the unveiling ceremony on May 19. The three celebrity guests, along with Johnnie Walker’s Master Blender, Dr. Jim Beveridge, led a tour for distinguished guests inside The Johnnie Walker House and engaged them in an interactive exploration of centuries-old whisky culture, from the shores of Scotland to the luxury of Shanghai.