Sharing the Champions League with the World for Heineken

A sponsorship turned into a brand activation for true fans


How can Heineken leverage a European sponsorship in key markets across the rest of the world? Take your biggest asset on tour – giving fans around the world the chance to be part of the UEFA Champions League, rather than just watch it...


A series of activations across 6 countries from the very small and personal to the very large and public. Each event was an opportunity for the fans to do more than just watch what was going on but to truly be involved. From submitting and voting for how and where the trophy appeared to chances to lift the trophy with with a legend of the game. Smaller more exclusive events let the markets engage their customers and partners where the public events were a chance to show the trophy to bigger audiences. The fan powered approach allowed us to deliver a huge global reach by integrating with a global PR and digital campaign.

At every event we ran a unique, personal and shareable experience with the trophy itself. Allowing fans to celebrate like they’d won the competition and have a slow motion video of their celebrations shared immediately with them via Facebook. The lucky few got to share this experience with one of our ambassadors.

Sharing the Champions League with the World for Heineken
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  • 6 Countries
  • 10 Cities
  • 240,000 at fan events
  • 3000 video encounters
  • 1.5B reach

@mrbeast I'm glad he didn't pass out 😅 Thanks @Shopify for this crazy experience! Hope those of you that went had a good time! #heist #money ♬ original sound - MrBeast
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