Heineken BEO

In 2025, for the first time ever, all UEFA Champions League matches were broadcast exclusively on paid channels.

What does a true fan do? They head straight to illegal streaming sites.

Heineken, a UEFA Champions League sponsor for over 20 years and a brand committed to giving fans the best experience, seized the opportunity: whenever someone searched for pirated streams, they were met with an ad inviting them to watch the game the best way — at the nearest bar, uninterrupted, pop-up free, and with a Heineken in hand.