[Amsterdam] Heineken has tapped independent Strawberry Frog, Amsterdam and New York, to handle global creative duties for its sponsorship of UEFA Champions League. Extending the beer maker's sponsorship through the 2008-2009 season, the Heineken brand is taking over for the smaller Amstel brand to better grow the European soccer league's presence in Latin America and Asia. Strawberry Frog's first campaign will break in summer 2005 and run through the tournament's finals in 2006. The program will include TV and print ads and "a savvy multimedia roll-out," according to New York agency CEO Scott Goodson. "We wanted to make this more than a sponsorship-a part of the cultural conversation that turns into a movement for the Heineken brand."