Heineken is kicking off its fifth year as sponsor of UEFA Champions League football with a new TV campaign.

The 10-second ad break bumpers are based on action movie scenes and feature a group of fans sitting on the sofa mimicking the pre-match rituals of their soccer heroes.

"Heineken's sponsorship of the UEFA Champions League gives us the opportunity to reach consumers at home throughout the tournament from September 2009 to May 2010," said Rick Lawrence, Heineken UK marketing manager.