The campaign includes a 30-second TV ad and 10-second break bumpers during live matches and highlight shows.
The ads show a group of fans demonstrating how much effort they are willing to put in during a match, as their heroes do during the game.
The marketing drive will offer fans the chance to win 'Heineken Star Seats' and 'Back Stadium Passes' as well as the chance to transform their living room into a UEFA Champions League 'Star Lounge'.
Heinken will also take the Champions League Trophy, currently held by FC Barcelona, on tour across the US.
This season's UEFA Champions League final takes place in Madrid. Champions League matches are watched by an estimated global audience of 150m a week.
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