In anticipation of the knockouts phase of the 2020/2021 UEFA Champions League season, Heineken has unveiled a new campaign tagged “You’re Never Watching Alone: Share the Passion”. Proud sponsors of the European club competition for 26 years, the brand revealed the campaign was conceived with the knowledge of Nigerians’ fervent love for football and sharing topical football moments.

The UEFA Champions League is the most glamorous and most followed football club competition in world football with an audience of over one billion annually. This tournament brings together the greatest teams in the world and has managed to supersede international football, as the financial clout of club football has grown.

Through this new campaign, the premium international beer brand, under the Nigerian Breweries portfolio, seeks to nurture passionate memories amongst Nigerian football fans and consumers by urging them — wherever they may be, to share their thoughts and communicate their feelings across every channel as they enjoy the spectacle of the competition.

Speaking on the launch of the campaign, Aishat Aneakwe, Senior Brand Manager, Heineken, said:

“This promises to be yet another exciting UCL season for football fans and consumers. As such, we had to devise ways to complement the spectacle and enhance the experience for Nigerian football fans with a host of exciting activities through which they can share and channel that passion that comes with every topical moment in the competition.”

As part of its activities, Heineken will engineer periodic trivia and special giveaways throughout the remaining phases of the competition, in a bid to drive exciting engagement activities among fans and consumers and reward their passion for football.

Also planned is a special FIFA tournament in which partnered celebrities will represent one team in the knockouts stage and face off against each other, guaranteeing a lot of fanfare. Additionally, the celebrities, to be revealed at a later date, will be organising live watch-alongs of the matches on their social media platforms and engaging directly with football fans on key-interest matches.

Over the past two decades, Heineken’s UCL campaigns have all been focused on creating exciting experiences for fans and consumers and the 2020/2021 UCL “You’re Never Watching Alone: Share the Passion campaign promises to do the same. The campaign represents a continuation of Heineken’s love story with Nigerian football fans and beer lovers.