Is it a myth that only men love football? Heineken addressed that prior to the UEFA Champions League final on 28 May in Milan.
Ahead of the game between Atlético Madrid and Real Madrid, Heineken, a sponsor of the tournament, arranged for three men in Brazil to gift their partners a 'weekend spa' so that they could watch the game 'undisturbed' at a Heineken party. All expenses covered. So the men go about coaxing their girlfriends to take up the offer. They agree.
On match day, the men reach the party venue all set for the game. To their surprise, their girlfriends pop up on screen, in spa attire, gushing about how much they are loving it. The reveal follows – the women, football fans themselves, had been flown to Milan by the brand to watch the final.
But the men were in for a pleasant surprise too. They were given passes to watch next year's finals, this time with their partners.
We like the twist.