Trophy Tour graces New York

European club football's most prestigious trophy and three stars who have tasted global glory joined forces to launch the UEFA Champions League Trophy Tour – presented by Heineken – on the first leg of its United States jaunt over the next few weeks.

New York was the first stop on the latest Trophy Tour, which will also take in Boston (20 to 23 February), Chicago (26 February to 3 March) and Los Angeles (13 to 16 March). Former Netherlands favourite Edgar Davids, Portugal legend Eusébio and Brazilian superstar Zico came to New York to act as Trophy Tour Ambassadors, and over a thousand local enthusiasts flocked to see the trophy that the world's greatest footballers want to win.

Davids won the UEFA Champions League trophy with AFC Ajax thanks to a 1-0 win against AC Milan in Vienna in 1995, while Eusébio brandished the silverware as a youngster in 1962, scoring twice as SL Benfica beat Real Madrid CF 5-3 in Amsterdam. Zico's touch and skill made him a standout player on the European and world stage in the late 1970s and 1980s.

The UEFA Champions League is a competition with truly global appeal, and millions of fans across the world identify with the clubs and players who take part. To help bring the fans even closer to the UEFA Champions League, the UEFA Champions League Trophy Tour was launched to give many of them a once in a lifetime experience. In addition, they learn about the history of the competition and its legendary players – and get to see the coveted trophy close-up when it comes to a venue near their home.

In New York, the trophy and Ambassadors visited the offices of media, before the iconic silverware headed to well-known 'soccer bars' where fans could enjoy a unique opportunity to see it up close.

Around a thousand fans showed their enthusiasm for the competition. The bars were decorated with jerseys of Europe's top clubs, and fans sang and chanted as they took their place in line to have their picture taken with the iconic trophy.

The Trophy Tour, presented by Heineken, then took to the heights of Manhattan for a special invitation event on the 20th floor of 230 Fifth. All 490 guests, including representatives from the United States Soccer Federation, Major League Soccer and New York Red Bulls enjoyed a top-class evening with the trophy, Zico, Eusébio and Edgar Davids and the celebrity host, actor Adrian Grenier. After the unveiling of the trophy, the football icons mingled with guests in front of a spectacular night-time backdrop of the Empire State Building.

In addition to the trophy itself, original memorabilia from previous finals and matches were on display, as well as videos depicting the defining moments since the competition began as the European Champion Clubs' Cup in the 1955/56 season.

The Trophy Tour gives fans the opportunity to share the excitement of the UEFA Champions League – and Heineken also have the opportunity to promote its own activities on this high-profile event platform.
UEFA's key values are also promoted during the Tour: focal points are Respect on and off the field, the campaign to rid football of racism and intolerance, and the grassroots campaign to encourage everyone to share in the joy of the game. UEFA's belief is that without a healthy basis, the elite of the game and the UEFA Champions League and its stars would struggle to flourish.