In Jamaica, the UEFA Champions League holds a special place in the hearts of football fans—uniting friends, sparking debate, and marking some of the most anticipated moments on the sporting calendar. 

This year, Heineken is building on that passion with its ‘Hardcore Fan Experience’, launched in March. The campaign put local supporters at the centre of the action, offering exclusive touchpoints throughout the season, including a coveted, all-expenses-paid trip to the final in Munich, Germany.

“The Hardcore Fan Experience is our way of honouring the unwavering passion Jamaicans have for the UEFA Champions League,” said Amoye Phillpotts-Brown, Heineken Brand Manager. “Heineken has proudly supported the tournament globally for nearly two decades, but this campaign brings that global energy home—into communities, into the outlets, and directly to the fans who live and breathe the sport. Our ultimate goal is to create lasting memories and reward the loyalty of those who consistently show up for the game and for the brand.”

The Hardcore Fan campaign includes bespoke merchandise kits complete with limited-edition jerseys, hoodies, coolers, and footballs that are being given to diehard fans through interactive activations across the island.

At the heart of the initiative are Heineken’s UCL Trade Dial-Ups, watch party-style experiences at supermarkets and outlets from Montego Bay to Portmore, where fans can come together to enjoy matches, giveaways, and the shared excitement of the Champions League season.

One recent prize winner, Camellia Morrison, a Real Madrid supporter from St Catherine, shared how surprised and excited she was when she found out she had won a hardcore fan kit.

“You don’t win things like this very often, so if you do, you have to be excited,” she said, boasting a smile. While most fans raved about the customised jerseys, she was just as thrilled about the Heineken igloo. “I plan to take it on beach trips or use it when I’m watching football with friends—stocked with cold drinks, ready to go. It’s the perfect vibe.”

For her, the campaign is bigger than the prize: “It’s actually a good look for both Heineken and the people. I feel like they’re really connecting with us as fans.” Now, Morrison is gearing up to re-enter, hoping to score the ultimate prize—a trip to Germany for the UEFA Champions League Final on May 31.

“This is just the beginning of how we plan to show up for Jamaican fans. Whether it’s at a supermarket, a bar, or on the ground at the final in Munich, we want Heineken to be there for every defining moment of the Champions League. It’s about making premium experiences more accessible—where passion, community, and world-class football all come together,” added Phillpotts-Brown.

This initiative represents a significant shift in the way global sponsorships are executed in Jamaica. By crafting experiences that resonate with local audiences while tying them to an international event, Heineken demonstrates that major football moments extend beyond stadiums.

These experiences bring the excitement of the game to everyday spaces, such as food courts in Portmore and Montego Bay, where passionate fans engage with the sport.