With the UEFA Women’s Champions League final taking place in Norway this weekend, Heineken is hosting a watch party in Hackney, Oslo.
With Norway’s advertising laws prohibiting alcohol brands from promoting themselves in Oslo, the beer company is shifting its focus from the host city to a venue in east London.
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Hackney, Oslo will be transformed into a watch party exclusively for women’s football fans and the grassroots community, raising funds for the local community to support women’s football.
With Norwegian advertising rules around alcohol hampering on-the-ground promotions in Oslo, the beer brand has pledged to help fund community organizations supporting women’s football across the UK, with every pint poured at the special watch party event contributing to the cause.
The company will provide additional funding in addition to the night’s bar profits. Five organizations will benefit from the initiative: Bale FC, target diggers football club, romantic football club, victoria park vixenand female football player – A group dedicated to grassroots football, equality in sport and inclusive participation in the sport.
Heineken recently extended its sponsorship of the UWCL until 2030 and this activation is part of Heineken’s “Fans have more friends” The campaign is centered around football fans, bringing people together inside and outside the stadium.
Former England internationals Tony Duggan and Izzy Christiansen will appear for a live pre-match Q&A before kick-off.
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Former Barcelona player Tony Duggan said: “Female football fans are a proper community and they play an integral role in supporting the growth of the sport. I will be watching the game with many other fans in Oslo, London, but our spirits will all be in Oslo, Norway! Good luck to both parties.”
Former Olympique Lyonnais player Izzy Christiansen added: “The Women’s Champions League final is one of the biggest moments in football history, so it’s great to see Heineken taking this opportunity to not only unite the fans but also give something back to the game. To be able to support this initiative while celebrating the final with the fans is really special.”
Tickets are free via Eventbrite and you can register to attend the event here. The doors stayed open until late for fans hoping to enjoy a memorable Champions League final between two of Europe’s giants in an exciting and inclusive atmosphere.
