Sharing Heineken’s passion for Euro football with the world


Sharing Heineken’s passion for Euro football with the world

A sponsorship turned into a brand activation for true fans.

The Challenge

In Europe, football and Heineken go hand in hand. The European Champions League is the jewel in Heineken’s global sponsorship crown. Heineken was looking to leverage the partnership with UEFA on a global scale to reach the true football fans around the world who watch the Champions League on television. They asked Set Creative to help them leverage this important brand asset to excite fans beyond Europe.

Our Approach

The Euro Cup trophy is the ultimate symbol for the Champions League, bringing up all sorts of emotions for fans who can see or touch it in real life. The Heineken Trophy Tour took the tournaments biggest asset on a journey and gave fans around the world the chance to be part of the UEFA Champions League, making it a next-level experiential campaign.

In a digital and physical contest passionate fans we called on to impress football legend Rio Ferdinand for a chance to bring the Euro Cup trophy to their city. In these creative entries fans used everything from body tattoos to wheat fields as canvases to show off their passion for football.


The Trophy Tour was in twenty-one Heineken markets, through six countries on four continents. In each market Set Creative delivered a variety of cultural brand activations, bringing to life film-like football themes across huge public events, VIP moments, sales activities, fan engagement and digital executions. With the support of six legends of the game such as Ronaldinho and Van-Nistelrooy, thousands of lucky fans had the opportunity to take a selfie with the UCL Trophy.

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The Results

In the end, the trophy tour was one of the biggest live events ever for Heineken reaching twenty-one of their markets. 20,000 fans took their selfie with the UCL Trophy, often with a beverage in their hand. The Heineken Trophy Tour attracted 200,000 people to live events across six countries in Asia, Africa and the Americas, with a digital reach in excess of 240 Million and an enthusiastic trail of PR exposure.

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