The official UEFA Champions League trophy is touring São Paulo, Porto Alegre and Rio de Janeiro as part of Heineken’s global “Fans Have More Friends” campaign.
Heineken, the official sponsor of the UEFA Champions League for over 30 years, is bringing the tournament’s iconic trophy to Brazil. The move is part of the brand’s new global sponsorship platform, “Fans Have More Friends” — a concept built around the idea that shared passions turn strangers into lifelong friends.
The idea behind the campaign
The platform draws inspiration from the book Fans Have More Friends by Ben Valenta and David Sikorjak, which explores how fandom acts as a powerful social connector. For the first time, Heineken is bringing together its sponsorships in football, Formula 1 and music festivals under a single creative idea: the fan as a bridge between people in an increasingly isolated world.
The campaign film was created by agency LePub, directed by award-winning filmmaker Frederik Bond and produced by Stink Films. Brand ambassadors Max Verstappen, Virgil van Dijk and DJ Martin Garrix appear throughout the film, which captures those spontaneous friendships that form when a goal is scored or a song drops.
A trophy that leaves the stadium
The UEFA Champions League Trophy Tour will take the official trophy to São Paulo, Porto Alegre and Rio de Janeiro, placing it in unexpected cultural settings far beyond the traditional stadium experience. The goal is to extend football’s reach into everyday life — blending sport, culture and social connection.
“At Heineken, we see the UEFA Champions League as a platform that goes beyond the game. Our role is to turn that passion into meaningful experiences that genuinely connect people and expand what it means to watch football today. The Trophy Tour brings that to life by placing the trophy in unexpected contexts and creating moments that bring fans closer to each other and to the competition.”
— Guilherme Bailão, Director of Experiences and Sponsorships, Heineken Group Brazil
What’s ahead
The platform will roll out throughout 2026 with 360° activations tied to key moments in the sports and music calendar. Highlights include the UEFA Champions League Final and the UEFA Women’s Champions League Final. Further details on Trophy Tour dates and formats in Brazil will be announced soon.
Event Info
- Event: UEFA Champions League Trophy Tour — Heineken “Fans Have More Friends”
- Cities: São Paulo, Porto Alegre and Rio de Janeiro
- Period: throughout 2026 (dates to be confirmed)
- Information: coming soon on Heineken Brazil’s official channels
