Heineken and Sponsors Support Women’s Champions League Final with Football Funding Initiatives

Heineken has announced an initiative to support the UEFA Women’s Champions League final through a watch party in London, as advertising restrictions in Oslo, Norway, prevent the brand from promoting in the host city.

The final is scheduled for Saturday, May 23, 2026, and will feature a matchup between FC Barcelona and OL Lyonnes, the latter of whom are eight-time winners of the competition.

Circumventing Advertising Restrictions

Because local advertising regulations in Oslo prohibit alcohol brands from promoting their products, Heineken is unable to provide support in the host city as it typically would.

Instead, the brand is bringing the final to London by taking over Oslo Bar in Hackney, a location recognized as a popular hotspot for supporters of women’s football.

Direct Support for Women’s Football

The initiative is designed to pour profits back into the sport. For every pint of beer poured during the event, all proceeds will go directly back into women’s football.

These funds will be distributed through partnerships with local communities that support the game. Heineken has also stated that the company will donate above and beyond the funds raised on the night.

This effort is the latest output of Fans Have More Friends, the brand’s global sponsorship platform. The platform is built on the belief that fandom is the best way to spark connection between strangers.

Additional Championship Programming

In addition to the Heineken-led event, VERSUS and PepsiCo will host an event titled Game Changers Live in conjunction with the Women’s Champions League final.