‘Unlucky Charm’: Heineken® and Self-Confessed Jinx Go to Extreme Lengths to Protect the Result at 2025 UEFA Champions League Final

Rhea-AI Summary

Heineken (HEINY) has launched a unique marketing campaign for the 2025 UEFA Champions League Final, focusing on football fan superstitions. The campaign centers around Marco Simeone, a self-proclaimed jinx and Inter Milan supporter, who will watch the final from a custom-built bar hundreds of miles from Munich to avoid potentially affecting his team's performance. According to Heineken's global survey, 45% of football fans have stopped watching matches to avoid jinxing results, while 43% have blamed themselves for jinxing games. The 'Marco's Far Away Pub From The Stadium In Munich' initiative is part of Heineken's celebration of fan devotion and superstitions, building on their 30+ year sponsorship of the UEFA Champions League. The campaign is supported by Football Legend Jill Scott MBE and highlights research conducted across six countries with 12,011 football fans.

Positive

• Creative marketing campaign that leverages fan engagement and sports superstitions
• Demonstrates Heineken's continued strong partnership with UEFA Champions League
• Global research study across six major markets shows deep understanding of consumer behavior
• Campaign likely to generate significant social media engagement and brand visibility

Negative

• Campaign focuses on entertainment value rather than direct product promotion
• Limited to specific event and timeframe
• Investment in custom venue construction for single-use purpose

Marco Simeone, next to the purpose-built bar on the edge of the European continent outside Germany.

A Media Snippet accompanying this announcement is available in this link.

AMSTERDAM, May 30, 2025 (GLOBE NEWSWIRE) -- 45% of football fans* admit they’ve stopped watching a match to avoid jinxing the result. In response, for this year’s UEFA Champions League Final on 31^st May in Munich, Heineken^® is celebrating this superstition by sending self-confessed jinx Marco Simeone, a lifelong Inter Milan supporter, to a purpose-built bar for one on the edge of the European continent, in a remote outpost of Germany. In a playful but extreme show of support, the beer brand is honouring his matchday ritual by keeping him far from the action...

Marco has become known among his friends for his extraordinary run of bad luck, claiming his team loses every time he’s in the stadium. Rather than risk history repeating itself, he’ll be watching the Final from the newly-built ‘Marco’s Far Away Pub From The Stadium In Munich’ which is hundreds of miles from Munich, where Germany meets the sea. The bar has been custom-built to recreate a matchday viewing experience, minus the risk.

Marco Simeone, the jinx, says: “Obviously I’d love to be there, but more than that I want to see Inter win, and if I’m at that stadium, it’s just not gonna happen. I’ve seen them lose everything from cup finals to playoffs to friendlies. I’d do anything for my team, so at this point, it’s important I watch from a safe distance. At least I won’t have to queue for a beer where I am!”

Nabil Nasser, Global Head of Heineken^® Brand, says: “At Heineken^®, we’ve always believed that football is nothing without its fans—and that includes the wonderfully superstitious ones. Whether it’s wearing the same shirt, sitting in the same seat, or, in this case, staying away from the action, these rituals are a huge part of what makes fandom so special. The bar is our way of celebrating that devotion, and one fan’s heroic choice to support their team from a very safe distance.”

A global survey from Heineken® found just how seriously fans take superstition: 43% have blamed themselves for jinxing a game, while 22% believe not watching could improve the result. And when the blame isn’t aimed inward, 34% have pointed the finger at someone else proving that when it comes to chasing a win, no possible jinx goes unchecked.

Jill Scott MBE, Football Legend, says: “Superstitions around football may seem irrational to an outsider, but these staunch rituals and beliefs are part of the soul of football fandom. Whether it’s wearing the same hole-ridden socks every match or banning a cursed mate from watching, one thing’s for sure: football fans don’t mess with fate.”

After more than 30 years of being a proud sponsor of the UEFA Champions League, Heineken^® is celebrating these quirks that make the game – and its fans – so special. Fans should keep their eyes peeled on Heineken^® social channels to see more of how the beer brand is coming to Marco’s aid for his heroic act of self-sacrifice, in recognition of his belief his presence would only do his team a disservice. While the rest head to the stadium and the players prepare for the pitch, Marco will be at his remote, purpose-built safehouse with a Heineken® in hand – just in case it helps.

Notes to editors:

Editorial information:

Please find the high-resolution campaign image: HERE  

Please find the high-resolution video available on YouTube and for download: 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/39cdaac5-6d1f-4ab6-aeb9-1fc8ce00b5aa

FAQ

What is Heineken's new UEFA Champions League Final 2025 marketing campaign about?

The campaign features a self-proclaimed jinx named Marco Simeone watching the final from a custom-built remote bar to avoid affecting his team's performance, highlighting fan superstitions

What percentage of football fans have stopped watching matches to avoid jinxing results according to Heineken's survey?

According to the survey, 45% of football fans have admitted to stopping watching a match to avoid jinxing the result

How many countries and fans were included in Heineken's football superstition research?

The research was conducted across six countries (UK, USA, Germany, Brazil, Portugal, and South Korea) with 12,011 football fans

Where is Marco's Far Away Pub located for the 2025 Champions League Final?

The purpose-built pub is located at a remote outpost where Germany meets the sea, hundreds of miles from the final venue in Munich

How long has Heineken been sponsoring the UEFA Champions League?

Heineken has been a proud sponsor of the UEFA Champions League for more than 30 years