Heineken pokes fun at the collapsed European soccer 'Super League'

The beer brand is a longtime sponsor of the UEFA Champions League

Published On
Apr 21, 2021

Editor's Pick

European soccer has been through a whirlwind in the past couple of days, following the announcement on Monday that 12 top European clubs -- including Manchester United, Liverpool, Arsenal, Barcelona, Real Madrid and Inter Milan -- were joining forces to break away from the UEFA Champions League and create their own European "Super League."

Following outrage from fans, players and club managers, condemnation from the likes of U.K. Prime Minister Boris Johnson, French President Emmanuel Macron and public criticism from high profile figures like David Beckham, the plan began to fall apart on Tuesday when all six of the U.K. clubs pulled out of the scheme. They were followed this morning by Atletico Madrid and Inter Milan, leaving the scheme on the brink of collapse in just 56 hours.

Heineken, as the longstanding official beer sponsor of the UEFA Champions League, was quick to poke fun at the fiasco in a topical social post. "Don't drink and start a league," it reads, followed by the words "Enjoy Heineken responsibly."

The post, on Instagram and Twitter, was created via Publicis' Milan office and Le Pub division. It's being widely shared on social media; however, the brand isn't just poking fun but (presumably) breathing a sigh of relief: if the Super League had succeeded, it might have spelled disaster for Champions League sponsors hoping to target loyal fans of top clubs, some of whom were threatening to withdraw their support.  


Apr 21, 2021
Client :
Agency :
Publicis Milan/Le Pub
Sr. Director Global Heineken® Brand :
Bram Westenbrink
Director Communication Global Heineken® Brand :
Daniela Iebba
Director Global Digital Heineken® :
Rob van Griensven
Global Digital Manager Heineken® :
Laurens Griep
Global Chief Creative Officer Publicis WW :
Bruno Bertelli
Chief Creative Officer Publicis Italy :
Cristiana Boccassini
Global Executive Creative Director :
Mihnea Gheorghiu
Global Executive Creative Director :
Milos Obradovic
Associate Creative Director :
Nico Gonzo Carrassi
Art Director Supervisor :
Marie Poumeyrol
Global Strategy Director :
James Moore
Global Client Service Director/ Le Pub General Manager :
Eleni Charakleia
Group Account Director :
Elianne Vermeulen
Director of Social Media :
Jennifer Kye
Social Content Creator Lead :
Andrea Parra Vinasco
Social Project Manager :
Carolina van Maaswijk

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