What exactly, we do not know. But it appears that they are planning some sort of contest in which you can win a GameCube. Click the ad below for a full size version.

As soon as we know more we will let you know!

UPDATE:

We contacted Nintendo for more information on the contest. This is what they told us:

Heineken USA, White Plains, NY teams with Nintendo of America, Redmond, WA, for Football Action at Your Fingertips, a fall promotion with an online sweeps dangling video consoles and gaming parties. Consumers enter at heineken.com from Sept. 2 through Oct. 31. One hundred winners will receive a Nintendo GameCube; 25 first-place winners score Heineken football jerseys. P-O-P (including decals and neck hangers) and radio promos in New York and Atlanta support.

Apparently, it is an USA exclusive campaign. If you are from the States you can look for more detailed info over at heineken.com starting the 2nd of September. Who knows? It might be you who wins one of the Nintendo GameCubes!