Heineken's Oslo' Women's Champions League takeover in London

The UEFA Women’s Champions League final takes place in Oslo, but Norway’s advertising laws limit alcohol brand promotion in the host city. Heineken shifts its activation to a venue in east London, transforming Oslo Hackney into a watch party for women’s football fans and grassroots communities. Every pint poured at the event contributes to funding local community organizations that support women’s football across the UK, with additional money added beyond bar profits. Five groups are set to benefit: Baller FC, Goal Diggers FC, Romance FC, Victoria Park Vixens, and Women in Football. The event includes fun features, footballing quizzes, and a live pre-match Q&A with Toni Duggan and Izzy Christiansen.

"With Norway's advertising laws preventing alcohol brands promoting themselves in Oslo, the beer company is shifting its focus from the host city to a venue in east London. Oslo Hackney will be transformed into a watch party dedicated to women's football fans and grassroots communities, raising money for local communities supporting women's football."

"With advertising rules around alcohol in Norway preventing on-the-ground promotion in Oslo, the beer brand is committing to help fund community organisations supporting women's football across the UK with every pint poured at the special watch party event contributing to the cause. The company will also contribute additional funding beyond the night's bar profits."

"Five organisations are set to benefit from the initiative: Baller FC, Goal Diggers FC, Romance FC, Victoria Park Vixens, and Women in Football - groups working across grassroots football, equality campaigns and inclusive access to the sport."

"Heineken recently extended their sponsorship of the UWCL through to 2030, and the activation forms part of Heineken's Fans Have More Friends' campaign, centred on football fandom as a way of bringing people together in the stadium and beyond. Former England internationals Toni Duggan and Izzy Christiansen will appear at the event for a live pre-match Q&A before kick-off."

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