Heineken's global activation of the sponsorship
is part of the company's plans to invest in high impact marketing activity,
in order to build the Heineken brand equity and extend its leadership
position in the premium beer category.

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Set in a typical European city square, the storyline brings the emotion of
the UEFA Champions League into everyday life, when four average Champions
League fans end up in an amazing kick about with the football legends. The letter restated the commitment of TRUSTe and
its partners to protect and ensure consumer privacy and safety in their
dealings with the online and digital commerce community.

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Heineken Welcomes Fans to Champions Planet With Launch of Ground Breaking Interactive Platform - Championsplanet.com

com .

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About TRUSTe
TRUSTe, the online privacy leader, is an independent, nonprofit
organization dedicated to enabling individuals and organizations to establish
trusting relationships based on respect for personal identity and information
in the evolving networked world.

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At the core of Championsplanet.

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Issues addressed at the event
included concerns and challenges impacting both consumers and businesses
dealing with this problem, which has resulted in the estimated loss of half a
billion dollars to date.org.

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championsplanet.
In addition to the thematic ad, the 'One Big Game' break bumper ads,
directed by the Dutch director, Matthijs van Heijningen Jr, support
Heineken 's broadcast coverage around UEFA Champions League matches. TRUSTe's mission extends standards,
certification and oversight into email with Bonded Sender.

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Their role will be to co-host the content and be involved
in the co-creation of numerous web-log photo and video items that will be
shot during the knock -out phase of the UEFA Champions League season.

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Following the Summit, the Anti-Phishing Working Group pledged its
commitment to protect and educate customers by signing a letter of agreement
sent to prominent members of the Commerce, Banking and Judiciary congressional
committees to raise awareness for this growing problem in the public and
digital commerce community.
The event , sponsored by Charles Schwab, Ernst + Young, Mail Frontier, RSA
and Symantec, include more than fifty executives from consumer-facing and
security-focused companies that recognize the need to create a safe
environment for digital communications with customers. Other companies
participating in the Phish Fry include Microsoft, AOL, Bank of America, Visa
International, MasterCard International , eBay/Pay Pal, Yahoo!, McAfee,
DoubleClick and the Internet Education Foundation.

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"
Editors notes:
Heineken has signed to be a sponsor of the UEFA Champions League for a 4
year period and its campaign for the 2005/06 season will be implemented in
over 120 markets world-wide. It is brewed using all natural ingredients (hops, barley and
pure water). Its seal programs are considered Safe Harbors for the
Children's Online Privacy Protection Act (COPPA) and the EU Safe Harbor
Framework .

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com. We believe that the interactive platform, along with
our global ad campaign, will allow us to connect football fans globally and
create active engagement between the fans and the UEFA Champions League.

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The TV ads include a thematic
advert titled 'Square' and a number of sequential break bumpers entitled 'One
Big Game' which will bring to life the 'Welcome to Champions Planet' concept.

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The interactive channel will be derived from content originating from an
audience of UEFA Champions League fans from around the world. The
selection process for the 12 reporters will be through a combination of media
promotions and a competition mechanic on Championsplanet.championsplanet.

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The interactive channel supports
the global campaign - 'Welcome to Champions Planet' which invites fans to
proactively take part in the spirit of the UEFA Champions League by bringing
them fresh, unexpected experiences and entertainment.

Digital Commerce Industry Representatives Promise Safer Future for Web Users

kick purchased

'Square', directed by the UK director Ron Scalpello, brings together
football stars Gianfranco Zola (Italy) and Romario de Souza Faria (Brazil).
Heineken Global Marketing Communication Manager, Walter Drenth said: "We
are very excited about the launch of the 'Welcome to Champions Planet '
campaign, especially the new interactive channel, http://www." Phishing is the illegal act
of mimicking communications from trusted businesses with the goal of tricking
people into divulging personal information.

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It will have
the look and feel of a TV station and feature several streaming channels as
well as a photo gallery.
Heineken is the world's most international premium beer sold in almost
every country.truste.

Sites about campaigns such as 'The Let's Kick Racism Out'

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The
storyline of the global journey of a football will appear as a number of
separate mini-ads, which are cleverly linked together across the duration of
a match, to create one story.

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TRUSTe and Anti -Phishing Working Group Lead Companies to Ensure Safer
Communications via Technology, Procedures and Public Education

SAN FRANCISCO, TRUSTe and the Anti-Phishing
Working Group gathered the most prominent industry, consumer protection and
government representatives ever to discuss strategies to protect and educate
consumers against growing problem of "phishing.

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Our aim is to create an integrated campaign which actively encourages a level
of involvement from fans by bringing an exciting and fresh perspective to the
UEFA Champions League. Today, TRUSTe maintains the largest privacy seal program with more
than 1,400 Web sites certified throughout the world including AOL, Microsoft,
IBM , Nationwide and The New York Times. For more
information on TRUSTe please visit http://www.

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AMSTERDAM , September 14 -- Heineken today unveiled it's
global marketing campaign for it's sponsorship of the UEFA Champions League
with the launch of http://www.com.
Founded in 1997, TRUSTe runs an award-winning global privacy certification
and seal program.

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com will be the opportunity for fans from
across the world to win the unique chance of becoming one of 12 Champions
Planet reporters .
In addition to the interactive media site, Heineken is supporting
'Welcome to Champions Planet ' through a range of activities including TV and
print ads, trade promotions, promotional packaging and PR, implemented in
local Heineken markets throughout the world.

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The overall campaign
will be launched in over 120 countries throughout the 2005/2006 season. Fans will be
invited to share their passion for the game and give their unique view on the
UEFA Champions League experience through movies and photography.

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- - kjjkjk

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