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This sponsorship will play a prominent role in developing local brand equity while drawing new consumers to the brand.

This strategy is not without peril. Developing multiple advertising campaigns based on regional markets is costly and time intensive. This could be overcome by properly allocating costs across stages of development and ensuring that more resources are designated to capture markets in-between the takeoff and growing stages where they will realize the highest gains...

Heineken also risks missing the essence of the local market in its advertising and damaging its position in that market. This can be overcome by keeping the connection to the local market broader rather than narrower. Lastly, reinventing Heineken may have some damage on its reputation in its already declining home market...

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