Created by

Heineken, Defected and M&C Saatchi Sport & Entertainment

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Heineken has been a partner of the UEFA Champions League for over 25 years. So when the global Covid-19 crisis took hold and football was cancelled we needed to adapt our plans and do something the fans would remember, quickly. We challenged ourselves to deliver a Heineken brand fame moment to celebrate the re-start of the UEFA Champions League and Europa League whilst regaining our position as the number 1 associated sponsor with the UCL amongst global football fans of a legal drinking age.


On the eve of the tournaments restarting we created The Opening Party, presented by Heineken & UEFA, powered by Defected. The Opening Party was an 8-hour, live streamed, global festival as diverse as Heineken’s drinkers and UEFA’s fans around the world. 8 DJs played from 8 global locations, introduced by 4 footballing legends in a global event that brought the worlds of football and music together like never before, demonstrating collaboration at its best.


The event pulled in an audience from across more than 90 markets and reached a total of 330 million people world-wide.


Find out more

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Check out all the confirmed details for Leaders Week London as we prepare for the return of live events this October at Twickenham Stadium. Not to worry though, for those who can’t join us we’ll still be broadcasting the event live to the Leaders Week Direct virtual event platform.