Shoppers will be able to enter the Backstadium Passes competition online by entering the last four digits of a barcode found on promotional packs.
Four winners could find themselves watching pre-match training from the pitch side while runners up will receive a UEFA Champions League highlights DVD.
The promotion will span all off-trade channels from March and will capitalise on Heineken’s status as an official sponsor of the tournament.
Shaun Heyes, head of customer marketing for the off-trade, said: “The UEFA Champions League attracts some of television’s highest viewing figures, demonstrating its ability to bring people together and create an exciting drinking experience at home.
"The new Heineken promotion will capitalise on the unique opportunity this offers and give football fans the chance to extend their enjoyment of the tournament by offering a once in a lifetime prize."