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.