Heineken signed on as a sponsor of the 46th GRAMMY AWARDS. As part of its strategic alliance with the GRAMMYS, the traditional red carpet at the awards celebration was transformed Heineken green. Heineken also become the ?fficial Beer?of the awards celebration and after party, as well as the official beer of that year? Person Of The Year tribute to legendary recording artist and humanitarian Sting. Heineken.com hosted several unique consumer experiences, including a sweepstakes that provided VIP access to the GRAMMY AWARDS. The Awards were be held on February 8, 2004.