‘Pub Delivery’: Heineken® brings fans’ matchday ritual – and their ‘lucky pub’ - with them to Lisbon for the UEFA Women’s Champions League final
Heineken (HEINY) has launched an innovative marketing campaign called 'Pub Delivery' for the UEFA Women's Champions League final in Lisbon. The campaign features two Arsenal fans whose matchday ritual involves watching games from the same corner of The Twelve Pins bar in North London. Heineken recreated their exact pub setup inside a truck and transported it 2,200 kilometers to Lisbon, complete with identical beermats, bar stools, and pint glasses.
The campaign, featuring former England midfielder Jill Scott MBE, is part of Heineken's ongoing support of the women's game since 2021. According to research conducted by Censuswide, 50% of football fans have matchday rituals, and 46% believe their superstitions can influence game outcomes. The study surveyed 12,011 football fans across six countries including the UK, USA, Germany, Brazil, Portugal, and South Korea.
Heineken (HEINY) ha lanciato una campagna di marketing innovativa chiamata 'Pub Delivery' per la finale della UEFA Women's Champions League a Lisbona. La campagna racconta di due tifosi dell'Arsenal il cui rituale pre-partita consiste nel guardare le partite dallo stesso angolo del bar The Twelve Pins nel nord di Londra. Heineken ha ricreato esattamente l'allestimento del loro pub all'interno di un camion e lo ha trasportato per 2.200 chilometri fino a Lisbona, completo di sottobicchieri, sgabelli e boccali identici.
La campagna, che vede la partecipazione dell'ex centrocampista inglese Jill Scott MBE, fa parte del continuo sostegno di Heineken al calcio femminile dal 2021. Secondo una ricerca condotta da Censuswide, il 50% dei tifosi di calcio ha rituali pre-partita e il 46% crede che le proprie superstizioni possano influenzare il risultato delle partite. Lo studio ha coinvolto 12.011 tifosi di calcio in sei paesi, tra cui Regno Unito, USA, Germania, Brasile, Portogallo e Corea del Sud.
Heineken (HEINY) ha lanzado una campaña de marketing innovadora llamada 'Pub Delivery' para la final de la UEFA Women's Champions League en Lisboa. La campaña presenta a dos aficionados del Arsenal cuyo ritual del día del partido consiste en ver los partidos desde la misma esquina del bar The Twelve Pins en el norte de Londres. Heineken recreó exactamente la configuración de su pub dentro de un camión y lo transportó 2.200 kilómetros hasta Lisboa, con posavasos, taburetes y vasos de pinta idénticos.
La campaña, que cuenta con la participación de la excentrocampista inglesa Jill Scott MBE, forma parte del apoyo continuo de Heineken al fútbol femenino desde 2021. Según una investigación realizada por Censuswide, el 50% de los aficionados al fútbol tienen rituales para el día del partido y el 46% cree que sus supersticiones pueden influir en el resultado del juego. El estudio encuestó a 12.011 aficionados al fútbol en seis países, incluidos Reino Unido, EE.UU., Alemania, Brasil, Portugal y Corea del Sur.
하이네켄(HEINY)은 리스본에서 열리는 UEFA 여자 챔피언스리그 결승전을 위해 '펍 딜리버리(Pub Delivery)'라는 혁신적인 마케팅 캠페인을 시작했습니다. 이 캠페인은 북런던에 위치한 The Twelve Pins 바의 같은 구석에서 경기를 관람하는 아스널 팬 두 명의 경기일 의식을 담고 있습니다. 하이네켄은 그들의 펍 환경을 트럭 안에 똑같이 재현하여 2,200킬로미터 떨어진 리스본까지 운송했으며, 동일한 맥주 받침, 바 스툴, 파인트 잔까지 완벽하게 갖추었습니다.
잉글랜드 전 미드필더 질 스콧 MBE가 참여한 이번 캠페인은 2021년부터 이어온 하이네켄의 여성 축구 지원의 일환입니다. Censuswide가 실시한 조사에 따르면 축구 팬의 50%가 경기일 의식을 가지고 있으며, 46%는 자신의 미신이 경기 결과에 영향을 미친다고 믿습니다. 이 연구는 영국, 미국, 독일, 브라질, 포르투갈, 한국 등 6개국에서 12,011명의 축구 팬을 대상으로 진행되었습니다.
Heineken (HEINY) a lancé une campagne marketing innovante appelée « Pub Delivery » pour la finale de la Ligue des champions féminine de l’UEFA à Lisbonne. La campagne met en scène deux supporters d’Arsenal dont le rituel du jour de match consiste à regarder les matchs depuis le même coin du bar The Twelve Pins, dans le nord de Londres. Heineken a recréé leur installation de pub exacte dans un camion et l’a transportée sur 2 200 kilomètres jusqu’à Lisbonne, avec des sous-bocks, tabourets et verres à pinte identiques.
La campagne, avec l’ancienne milieu de terrain anglaise Jill Scott MBE, fait partie du soutien continu de Heineken au football féminin depuis 2021. Selon une étude menée par Censuswide, 50 % des fans de football ont des rituels le jour du match et 46 % croient que leurs superstitions peuvent influencer le résultat des matchs. L’étude a sondé 12 011 fans de football dans six pays, dont le Royaume-Uni, les États-Unis, l’Allemagne, le Brésil, le Portugal et la Corée du Sud.
Heineken (HEINY) hat eine innovative Marketingkampagne namens 'Pub Delivery' für das Finale der UEFA Women’s Champions League in Lissabon gestartet. Die Kampagne zeigt zwei Arsenal-Fans, deren Spieltag-Ritual darin besteht, die Spiele von derselben Ecke der The Twelve Pins Bar in Nord-London aus zu verfolgen. Heineken hat deren exakte Pub-Einrichtung in einem Truck nachgebaut und diesen 2.200 Kilometer nach Lissabon transportiert, inklusive identischer Bierdeckel, Barhocker und Pint-Gläser.
Die Kampagne, mit der ehemaligen englischen Mittelfeldspielerin Jill Scott MBE, ist Teil von Heinekens kontinuierlicher Unterstützung des Frauenfußballs seit 2021. Laut einer von Censuswide durchgeführten Studie haben 50 % der Fußballfans Spieltag-Rituale und 46 % glauben, dass ihre Aberglauben das Spielergebnis beeinflussen können. Die Studie befragte 12.011 Fußballfans aus sechs Ländern, darunter Großbritannien, USA, Deutschland, Brasilien, Portugal und Südkorea.
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A Media Snippet accompanying this announcement is available in this link.
AMSTERDAM, May 23, 2025 (GLOBE NEWSWIRE) -- Half of football fans have matchday rituals – and nearly as many (
For years, London-based Amelie Margaret Kirk and Sophie Hurst have made The Twelve Pins their matchday home - pints in hand, seats unchanged. As part of its ongoing celebration of football’s most devoted hardcore fans and the women’s game, Heineken transformed their personal tradition into a portable pre-match pub experience.
Painstakingly recreated and transported over 2,200 kilometres from North London to the heart of Lisbon, every detail of their ritual was brought to life - beermats, bar stools, pint glasses and all - so they could follow the same routine they believe helps set their team up for success. For these two superstitious fans, it’s not just a pub - it’s a travelling talisman.
Of course, it wouldn’t be a real pub without Heineken on tap. Football legend and former Lioness, Jill Scott MBE, will be hitching a ride to raise a glass with two of football’s most superstitious fans.
Jill Scott MBE, former England midfielder, says: “I’ve seen plenty of matchday rituals over the years – some hilarious, some heartfelt, but all completely serious to the person who believes in them. I love that Heineken is matching the energy of superstitious fans at the UEFA Women’s Champions League final. It makes me happy to see hardcore fans of the women’s game being acknowledged and celebrated in this way.”
Nabil Nasser, Global Head of Heineken® Brand, says: "Who are we to stand between superstitious fans and their matchday rituals? From recreating a lucky pub at the UEFA Women’s Champions League final to shining a light on the fans who make the game what it is, ‘Cheers to the Superstitious Fans’ is all about celebrating fandom in all its forms. Since joining the women’s game in 2021, we’ve seen it grow in incredible ways—and we’re proud to continue championing that momentum.”
Heineken has supported the UEFA Women’s Champions League since 2021 and continues to spotlight the stories of real hardcore fans whose love for the game makes football more than just a sport.
To learn more about the campaign and celebrate fan superstitions, visit: HERE
Notes to editors:
Editorial information:
Fans can follow the campaign by searching using the hashtag #SuperstitiousFans
Please find the campaign video: HERE
Please find the high-resolution campaign image: HERE
For more information, please contact: HNKNFootball@edelman.com
Research:
The research was conducted by Censuswide, among a sample of 12,011 Football fans in the UK, USA, Germany, Brazil, Portugal, and South Korea. The data was collected between 01.04.2025 - 07.04.2025. Censuswide abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles. Censuswide is also a member of the British Polling Council.
About HEINEKEN:
HEINEKEN is the world's most international brewer. It is the leading developer and marketer of premium beer and cider brands. Led by the Heineken® brand, the Group has a portfolio of more than 300 international, regional, local and specialty beers and ciders. We are committed to innovation, long-term brand investment, disciplined sales execution and focused cost management. Through "Brewing a Better World", sustainability is embedded in the business.
HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets. We employ over 85,000 employees and operate breweries, malteries, cider plants and other production facilities in more than 70 countries. Heineken N.V. and Heineken Holding N.V. shares trade on the Euronext in Amsterdam. Prices for the ordinary shares may be accessed on Bloomberg under the symbols HEIA NA and HEIO NA and on Reuters under HEIN.AS and HEIO.AS. HEINEKEN has two sponsored level 1 American Depositary Receipt (ADR) programmes: Heineken N.V. (OTCQX: HEINY) and Heineken Holding N.V. (OTCQX: HKHHY).
Most recent information is available on HEINEKEN's website: www.theHEINEKENcompany.com and follow us on Twitter via @HEINEKENCorp.
A photo accompanying this announcement is available at: https://www.globenewswire.com/NewsRoom/AttachmentNg/062e05c1-2255-4726-a87a-ff85226f7df3
FAQ
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