Longtime sponsor of the UEFA Women's Champions League, Heineken, will once again show its support of the women's game for this year's final. Taking place in Oslo, Norway, the final will play out this Saturday, 23rd May, between FC Barcelona and OL Lyonnes. Despite not being able to show up in the city, where local advertising rules prohibit alcohol brands advertising, Heineken will instead be celebrating with fans at Oslo bar in London's Hackney. For every pint poured on the night, all proceeds will go directly back into the sport, through partnerships with local communities that support the game, with Heineken donating above and beyond the funds raised on the night.
The initiative is the latest output of Fans Have More Friends, the brand's global sponsorship platform built on the belief that fandom is the best way to spark connection between strangers. To register attendance at the event, please visit Eventbrite here.
Heineken's Commitment to Women's Football
With this year's UEFA Women's Champions League final around the corner, longtime sponsor Heineken has announced an initiative that will see profits poured back into the game. Taking place this Saturday (23rd May) in Oslo, Norway, the final will see FC Barcelona face eight-time winners, OL Lyonnes. However, due to local advertising restrictions prohibiting alcohol brand promotion, Heineken is unable to show its support in the host city as it typically would.
Determined to show up in 'Oslo', instead, the beer brand is bringing the final to London and taking over Oslo Bar in Hackney, a well-known hotspot for women's football fans. Here, Heineken will host a watch party giving fans a place to come together and enjoy the atmosphere beyond the stadium, reinforcing the idea that the game is at its best when experienced together.
Partnerships with Community Organisations
In a move designed to give back to the sport, Heineken has partnered with five community organisations – Baller FC, Goal Diggers FC, Romance FC, Victoria Park Vixens, and Women in Football – all of which support the growth of women's football and the people involved in it in different ways; from giving more opportunities to LGBTQ+ and non-binary people through to lobbying for more equality in the football industry. All proceeds from every pint poured on the night will go directly back to the partners, supporting their work to grow and sustain adult women's football, where the friendships and communities that define the game are built.
Heineken will also donate above and beyond the value of every pint sold, increasing the total contribution on the night. This is just one more aspect of Heineken's commitment as one of the principal partners of the women's game; reinforcing its long-term and ongoing commitment to the game at all levels and following its recent extension as a sponsor of the UEFA Women's Champions League through to 2030.
Special Guests and Event Details
Backing the initiative are former FC Barcelona player Toni Duggan and OL Lyonnes player Izzy Christiansen, who will attend the event and take part in a live pre-match Q&A ahead of kick-off, offering fans the opportunity to hear firsthand from one of the game's most recognisable voices. Rooted in Heineken's long-standing belief in the importance of sociability, the event is the latest output under Fans Have More Friends – the brand's global sponsorship platform, built on the belief that fandom is one of the quickest ways to spark connection between strangers.
Tickets are free and doors open at 4pm, with the venue open until 3:30am. Fans can come together to watch the match live on large screens and enjoy a DJ playing before and after the game.
