Heineken: UEFA Champions League x Defected


How do you regain awareness and association lost during the Covid-19 football blackout by helping fans across the world celebrate the wait for the UEFA Champions League and Europa League finally being over?


We created the Heineken Opening Party to the UEFA Champions League & Europa League finals 2020 powered by Defected

An 8 hour, globally live-streamed digital festival bringing together diverse football and music talent on the eve of the Final 8 matches


Regained sponsor awareness by 2.2% (general population), 4.6% (football fans) and 8.6% Heineken® target audience

17 minute average watch time

97 countries tuned in

7M+ livestream views 

330M total potential reach

Campaign Film