Beer brand Heineken®, through Kenya Wine Agencies Limited (KWAL) will on 30th May host football fans in Kenya for the UEFA Champions League (UCL) Finals match viewing parties, the culmination of a successful marketing campaign dubbed Fans Have More Friends launched in April.
This year, Heineken® will host multiple events across major cities and towns in Kenya to ensure consumers can enjoy curated spaces wherever they are .
“We want to celebrate football fans across Kenya with unforgettable match viewing experiences in leading entertainment spots in Nairobi, Mombasa, Nakuru, Kisumu, and Eldoret as we wrap up the ‘Fans Have More Friends’ campaign we launched in April,” said Alice Mwalimo, Commercial Director, KWAL.
The events, she added, will feature leading artistes like _Nameless, P-unit, Okello Max, Iyaani, Femi One, Mejja, Jua Cali, MR Lenny_ and will be themed as vibrant, fun-filled lifestyle events where fans can also sample their favorite delicacies.
“We are calling on all football fans to turn up in large numbers for the exciting events we have lined up for them on 30th May. This is not just about watching the finals but also connecting with other fans and making new friends. We also encourage fans to enjoy responsibly and not drink and drive,” said Ms. Mwalimo.
Fans Have More Friends is a global marketing campaign launched by Heineken® in January this year, and is about encouraging fans to make new friends and connect when watching a game of football. It is premised on the concept of fandom, where sports and especially football fans converge in a community defined by a shared passion for the game.
Heineken® Senior Brand Manager at KWAL, Prudence Mutembei, said the fandom campaign by Heineken® had drawn large numbers of local football fans to their favorite entertainment spots to cheer on their teams with friends.
“The fandom campaign by Heineken® has helped redefine the UEFA Champions League experience in Kenya by transforming match watching into moments of real connection, moving from just being fans into being friends.”
Mutembei said the campaign had so far staged _60 fan activations_ in Nairobi, Mombasa, Nakuru, Kisumu, Eldoret and Meru, attracting hundreds of fans to view one of the world’s biggest football tournaments together.
For the Finals, Heinken has decided to give every Kenyan adult football lover an amazing football experience by preparing and planning epic experiences across major football spots nationally.
Mutembei Prudence the senior brand manager calls out to all football fans to turn up in large numbers, to connect with new friends and enjoy an unforgettable night of UEFA Finals courtesy of Heineken® and KWAL.
The Fans Have More Friends campaign is based on research by Heineken® showing that 75% of fans say their fandom has helped them meet new people while 59% say it has led to some of their closest friendships. 72% of football fans say language is not barrier to making “football mates” in a bar, signaling the powerful impact of football in bringing people together.
Heineken® is a global beer brand marketed in Kenya by KWAL as an alcoholic lager and, Heineken® 0.0, a non-alcoholic version.