From today, Heineken will encourage fans to use #ChampionTheMatch when sharing and talking about football on social media, through exclusive content and the return of live commentary from players and surprise celebrity guests.
As part of the activity, Wieden & Kennedy Amsterdam has created a 90-second ad, called "the match", which shows the lengths football fans will go to in order to watch the big games in the Champions League.
In the spot, a sailor and his colleagues rig up a makeshift satellite dish so they can get TV signal and watch the game at sea.
Additional short films will be shown in the breaks between Champions League action in 120 markets around the world. The bumpers and a teaser film starring Barcelona player Xavi will promote the ChampionTheMatch hashtag.
At Wieden & Kennedy Amsterdam the senior art director was Ignasi Tudela Calafell and the senior copywriter was Bern Hunter. The spot was directed by Frederic Bond through Sonny London.
Hans Erik Tuijt, the global activation director at Heineken, said: "Our ‘champion the match’ campaign encourages football fans worldwide to create world-class experiences, whether they are watching the TV at home, or out in a bar with friends."
In the Champions League this evening, the Ukrainian team Shakhtar Donetsk take on Bayern Munich and Chelsea are playing Paris Saint-Germain away.