Heineken: No More Excuses

Heineken, a beer brand, increased brand loyalty and made the UEFA Champions League (UCL) games a more important occasion by enlisting football manager José Mourinho to spread the message to football fans globally.

Advertiser: Heineken Brand: Heineken Agency: In house Country: Global


  1. Commercial Objective:
  2. Marketing Objective:
  3. Communications Objectives:

Creative work

A big event. An even bigger problem for Heineken.

In 2005 Heineken became official sponsor of the UEFA Champions League (UCL) - the most prestigious club tournament in football. All around the world, almost lbn people watch every year. Despite it being a European tournament, 67% watch outside of Europe. The Final is the most viewed sporting event in the world.

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands