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Fans Come Together to Enjoy the Rivalry in Heineken's UEFA EURO 2020 Spot

The UEFA EURO 2020 tournament will visit 11 different cities for the first time, providing fans with a host of different rivalries to enjoy

Fans Come Together to Enjoy the Rivalry in Heineken's UEFA EURO 2020 Spot

Today, Heineken is launching a new global campaign showcasing its UEFA EURO 2020 partnership, entitled ‘Enjoy the Rivalry’. The full  through the line campaign brings to life the fact that football isn’t half as fun without your rivals and encourages fans to watch the matches alongside their rivals and will run across TV, digital, outdoor and on /off trade. 

The ‘Enjoy the Rivalry’ campaign is part of Heineken’s exclusive UEFA EURO 2020 beer partner rights that enables the brand to be served across all Stadiums, Football Villages and Fan Zones across the 11 host cities. The activity encourages fans to watch UEFA EURO 2020 matches and ensures Heineken is part of their big match ritual – whether enjoyed in a bar, at home or with friends on the sofa.  

The hero film ‘Finally together’ has been developed using various scenes portraying rival fans being overly kind to each other, before revealing that it was all a set up to playfully tease their rivals. 

Bruno Bertelli, global CCO of @PublicisWW and CEO of Le Pub, said: “Capturing the fan spirit of UEFA EURO 2020 through Heineken’s unique tone of voice has been an  inspiring challenge for us, and we are really pleased to have produced this latest film ‘Finally together’, which finds the human truth behind the fact that the fan experience at UEFA EURO 2020 is greatly enhanced when you watch the action with rivals. After a year like no other, it was important for us to positively celebrate fans coming back together again with Heineken.”  

Responsible consumption and moderation will continue to be a focus and Heineken 0.0 will form a key part of all Heineken activations during the tournament across Europe. Previous UEFA EURO 2000 winner and France legend, Thierry Henry, will support the campaign as a Heineken ambassador and there are plans to leverage the exclusive sponsorship right, the Heineken Star of the Match award, that will be presented at the end of all 51 matches.  

Hans Erik Tuijt, global sponsorship director, Heineken, said: “We are extremely excited ahead of our first UEFA EURO 2020 tournament as partner. At Heineken our aim is to develop compelling stories that resonate with football fans around the world – we believe  that the ‘Enjoy the Rivalry’ campaign brings to life relatable situations that rival football fans may experience during the tournament, in a witty Heineken way. The campaign highlights how football can be so much better enjoyed alongside your rivals and with an ice-cold Heineken. We look forward to following the tournament and for fans to experience 11 different cities as hosts.” 

UEFA EURO 2020 takes place from June 11th to July 11th, 2021. For the first time the tournament will be hosted across eleven European cities: Amsterdam, Baku, Seville, Bucharest, Budapest, Copenhagen, Glasgow, London, Munich, Rome and St Petersburg.  

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Sr. Director Global Heineken® Brand: Bram Westenbrink

Heineken® Communication Director: Daniela Iebba

Heineken® Communication Manager: Brogan Simpson

Heineken® Digital Director: Rob van Griensven

Heineken® Project & Media Manager: Larissa Koper

Heineken® Sponsorship Director: Hans Erik Tuijt

Heineken® Sponsorship Manager: Benjamin Blanco

Heineken® Sponsorship Manager: Julia George

Heineken® Sponsorship Specialist: Thomas Mulders


Global Chief Creative Officer Publicis WW: Bruno Bertelli

Chief Creative Officer Publicis Italy: Cristiana Boccassini

Global Executive Creative Director: Mihnea Gheorghiu

Global Creative Director: Eoin Sherry

Senior Art Director: Maria Carillo

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Global Strategy Director: James Moore

Global Strategy Director: Natasha Wallace

Head of TV Publicis: Francesca Zazzera

Head TV Production Heineken Global: Mariella Maiorano

Producer: Sanam Bartoletti

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Category: Alcoholic Beverages , Beers

Genre: Comedy , People , Storytelling