In late 2022, Heineken leveraged its sponsorships of the UEFA Men’s and Women’s Champions Leagues through a local activation - part of its umbrella ‘Cheers To All Fans’ platform - in Barcelona built around a giant city centre billboard congratulating FC Barcelona on reaching the UCL semi-finals without specifically stating it was referring to the women’s team (after the men’s team had been eliminated from the competition) and then playing on subsequent assumptions and reactions to the poster in additional content.
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