Core Viewpoint - Heineken is leveraging football superstitions to engage fans by creating a unique experience for a self-proclaimed jinx, Marco Simeone, during the UEFA Champions League Final, highlighting the brand's connection to football culture and fan rituals [5][8][9]. Company Initiatives - Heineken is celebrating the UEFA Champions League Final by sending Marco Simeone to a specially built bar far from the stadium to avoid jinxing his team, Inter Milan [5][6]. - The bar, named 'Marco's Far Away Pub From The Stadium In Munich', is designed to provide a matchday experience while keeping him away from the action [6][9]. Fan Engagement - A global survey conducted by Heineken revealed that 45% of football fans have stopped watching a match to avoid jinxing the result, with 43% blaming themselves for a game's outcome [5][8]. - The survey also indicated that 22% of fans believe that not watching could improve their team's chances, and 34% have blamed others for jinxing a game [8]. Brand Philosophy - Heineken's Global Head of Brand emphasized the importance of fan superstitions in football culture, stating that these rituals are integral to the experience of being a fan [8][9]. - The company has been a proud sponsor of the UEFA Champions League for over 30 years, celebrating the unique quirks of football fandom [9].
‘Unlucky Charm’: Heineken® and Self-Confessed Jinx Go to Extreme Lengths to Protect the Result at 2025 UEFA Champions League Final