Heineken - Champions League

During the pandemic Heineken dropped to third in Champions League sponsor association, their lowest in a decade.
We needed a big statement act to put us back on fans radars.
So we spoke to UEFA and turned our ‘closing party’ right into an ‘opening party’ to celebrate the Champions League returning from Covid with the Final 8’s tournament.
We then put on a The Opening Party.
A live event streamed in 100 countries to over 30m people

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Agency | M&C Saatchi Sport & Entertainment
My Role | Head of Planning