Heineken USA celebrates the launch of the 2012 UEFA Champions League final rounds with new web-browsing tools and experiences for soccer fans. Being the official sponsor of the UEFA Champions League, Heineken has rolled out the ‘Keep it Legendary’ initiative to provide fans with interactive digital tools and better experience the game.

Photo: Heineken web tool on Facebook

Keep it Legendary was created for people who can’t go to Europe to see the 2012 UEFA Champions League live but who are eager to keep an eye on what’s going on. Keep it Legendary helps them to avoid web surfing on the League content during the day and instead enjoy the game how it should be—with friends in the evening. They are able to do it by visiting a dedicated tab on the Heineken Facebook page that offers a spoiler-free web-browsing experience.

“At Heineken, we understand the passion behind every soccer enthusiast; that’s why it was important for us to develop a unique way to preserve excitement around the beautiful game they love until the evening,” shared Daniel Mandelbaum, brand director at Heineken.

The platform that was co-developed by The Vidal Partnership, Heineken’s lead Hispanic advertising agency offers such digital tools as The Fever Keeper and The Venue Locator. The Fever Keeper is a web-browser tool that blocks online information related to the UEFA Champions League games until users are ready to enjoy them later. The Venue Locator helps users find bars and events where UEFA Champions League games can be watched after work.

Last fall, Heineken ran the ‘Legendary Football’ campaign supporting the 2011/12 UEFA Champions League season.