Heineken UCL Watch Party

Heineken’s been an official sponsor of the UEFA Champions League for over 17 years, and has stood out not only for its support, but also for its ability to bring an impactful approach to its campaigns

The main objective of the Watch Party was to transform the traditional experience of watching Champions League matches into an immersive and inspiring event. The event was designed to deeply engage fans, placing them at the heart of the narrative and emotion, in a way that reflects the unpredictable and exciting essence of football.
Inspired by Heineken’s global campaign that challenged fan stereotypes, the Watch Party highlighted the diversity and plurality of football fans in unexpected and creative ways, with the goal to provide a differentiated and authentic experience that would reinforce Heineken’s positioning as an innovative and disruptive brand, engaging the audience in a creative and emotional way, providing a unique and immersive experience, and reinforcing Heineken’s connection with UEFA Champions League fans, highlighting the brand as a facilitator of unforgettable moments.

The creative concept was developed around the idea of ??celebrating “hardcore UCL fans” by highlighting the diversity and uniqueness of each fan group. From “superstitious” to “stat freaks” and “gamers”, the celebration would have “Rooms” that reflected the ideal spaces for these fans to watch the final, which would allow the brand to create a deep emotional connection, making attendees identify with the personalized environments, while also feeling a collective sense of belonging.