Heineken® takes over “Oslo” for Women’s Champions League Final to pour profits back into the game

With this year’s UEFA Women’s Champions League final around the corner, longtime sponsor Heineken® has announced an initiative that will see profits poured back into the game.

Taking place this Saturday (23rd May) in Oslo, Norway, the final will see FC Barcelona face eight-time winners, OL Lyonnes. However, due to local advertising restrictions prohibiting alcohol brand promotion, Heineken® is unable to show its support in the host city as it typically would.

Determined to show up in ‘Oslo’, instead, the beer brand is bringing the final to London and taking over Oslo Bar in Hackney, a well-known hotspot for women’s football fans. Here, Heineken® will host a watch party giving fans a place to come together and enjoy the atmosphere beyond the stadium, reinforcing the idea that the game is at its best when experienced together.

In a move designed to give back to the sport, Heineken® has partnered with five community organisations - Baller FC, Goal Diggers FC, Romance FC, Victoria Park Vixens, and Women in Football - all of which support the growth of women’s football and the people involved in it different ways; from giving more opportunities to LGBTQ+ and non binary people through to lobbying for more equality in the football industry. All proceeds from every pint poured on the night will go directly back to the partners, supporting their work to grow and sustain adult women’s football, where the friendships and communities that define the game are built.

Heineken® will also donate above and beyond the value of every pint sold, increasing the total contribution on the night. This is just one more aspect of Heineken's commitment as one of the principal partners of the women’s game, reinforcing its long-term and ongoing commitment to the game at all levels and following its recent extension as a sponsor of the UEFA Women’s Champions League through to 2030.

Backing the initiative are former FC Barcelona player, Toni Duggan, and OL Lyonnes player Izzy Christiansen, who will attend the event and take part in a live pre-match Q&A ahead of kick-off, offering fans the opportunity to hear firsthand from one of the game’s most recognisable voices.

Rooted in Heineken®’s long-standing belief in the importance of sociability, the event is the latest output under Fans Have More Friends - the brand’s global sponsorship platform, built on the belief that fandom is one of the quickest ways to spark connection between strangers.

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Event Details:

Date: Saturday 23rd May

Location: Oslo Hackney, 1A Amhurst Rd, London E8 1JB

Doors Open:4:00 pm

Closing Time:3:30 am

Entry: Free (ticketed)

Registration:HERE

About Fans Have More Friends (FHMF):

Fans Have More Friends is Heineken®’s global sponsorship platform that champions sociability by showing that fandom is better when shared, especially with a Heineken®. By uniting Heineken® sponsorships under one platform, the brand turns peak fan energy into real-world connection, enabling shared experiences and building communities around the biggest cultural moments.

About Romance FC:

Romance FC is a creative football collective, building community and forging opportunities for all women and non-binary people both on and off the pitch.

Founded in East London in 2012, the team has grown in size, heart, and mindset whilst continuing to encourage and inspire all generations through a clearer reflection of a more equal, accessible game that represents today’s society.

The team is made up of the likes of designers, filmmakers, musicians, and more.

With their inclusive approach to football, Romance FC hopes to inspire beyond sports – so that more people can experience the power of community, connection, and collective skill building.

About Victoria Park Vixens:

Victoria Park Vixens formed in 2019 after an Instagram story callout for players looking to form a women's team in East London. The ethos of the club centres around making sure women have a safe and relaxed community to play football in London. We now have 2 women's teams and a men's team with over 100 players since inception- and we're growing with every season. Alongside matchdays, Vixens work to raise the profile of grassroots football - both on and off the pitch.

About Goal Diggers FC:

Goal Diggers FC is a non-profit club set up in London to make football more available and accessible to all women and non-binary people, regardless of previous experience or ability.

About Baller FC:

Baller Friends Collective is a group of event producers, DJs, musicians, passionate members of the queer community, HUGE football fans, and most importantly, great friends who are on a mission to grow women’s football fandom, and create friendly and open spaces where we can all enjoy the beautiful game together. Community is at the heart of everything we do – we are for the fans, by the fans, and we strive to be boldly inclusive, champion diversity, and create with care.

About Women in Football:

Women in Football (WIF) is a vibrant professional network of around 12,000 people of all genders who support equality in the football industry. We’re taking action to level the playing field for all roles, on and off the pitch, in women’s and men’s football. We celebrate women’s achievements, campaign against sexism, and empower our members through inspirational networking and professional development opportunities. We support organisations to become truly gender-inclusive employers and stand ready to work with any stakeholders who share our vision of a gender-equal future for football. To find out more visit www.womeninfootball.co.uk.

About Oslo Hackney:

Oslo Hackney is a double-decker late-night bar, gig venue and club that opened inside a 140-year-old former Hackney Central station in 2014. Downstairs, the bar has DJs until late – along with Pizza pies and 2-4-£14 cocktails & Spritz served up daily – while upstairs, there’s a gig club venue hosting an array of musical artists and genres, Oslo caters to an energetic, mixed crowd. And to top it all off, the secret karaoke den that’s open every Friday might just seal the deal.

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