Getting ready for kick off

Celebrating waiting

How do you regain awareness and association lost during the Covid-19 football blackout by helping fans across the world celebrate the wait for the UEFA Champions League and Europa League finally being over?

The Kick Off

We created the Heineken Opening Party to the UEFA Champions League & Europa League finals 2020 powered by Defected. An 8 hour, globally live-streamed digital festival bringing together diverse football and music talent on the eve of the Final 8 matches.

Making meaningful change


Regained sponsor awareness by 2.2% (general population), 4.6% (football fans) and 8.6% Heineken® target audience.


The content had a 17 minute average watch time, across 97 countries.


There were over 7M live stream views, and potential reach of 330M.

This is a new site, your feedback will help us to improve it. © 2022 M&C Saatchi London.