Heineken Hosts Biggest UEFA Champions League Trophy Tour in Africa
11.5.2022 09:59:00 EEST | Business Wire | Press release
In its continuing effort to bring the UEFA Champions League (UCL) experience closer to more football fans around the world, Heineken has staged its most elaborate Trophy Tour in Africa yet. The 10-day tour, which ended on April 13 in Abuja, Nigeria, ahead of the 2022 final match on May 28, included several public events that featured the UCL trophy at major stops in the Democratic Republic of Congo, Mozambique, Ethiopia, and Nigeria. Fans from Rwanda and Congo Brazzaville also attended the tour in Nigeria and DRC respectively.
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20220509006222/en/
Clarence Seedorf on tour with the UEFA Champions League trophy in Ethiopia, as part of the pan-African tour, courtesy of Heineken.
The events around the tour included open-truck city parades, novelty matches with local celebrities, UCL quarter final match viewings, fan meet and greets, photo sessions, media rounds, Afrobeats concerts, and visits to government ministries in charge of football.
Heineken, sold in 192 countries around the world, has been a sponsor of the UEFA Champions League since 2005 and the company’s leadership said its Africa-wide trophy tour for the 2021/2022 season was structured to reach 50,000 Africans directly while an estimated 10 million more are reached via media coverage.
A highlight of the trophy tour was a Heineken-sponsored football match in Lagos, Nigeria. It pitted Nigerian music superstars and football legends against senior staff of Nigerian Breweries, which is the local Heineken brewer, and the Trophy Tour Ambassador, professional coach and former Dutch international midfielder, Clarence Seedorf.
BET Awards-winning Afrobeats star Davido captained Team Nigeria, which had ex-Nigerian internationals Austin Jay Jay Okocha, Daniel Amokachi, and Taribo West. Also on the squad were rapper M.I. Abaga, R&B singer Darey, and Nigerian Breweries Marketing Director, Emmanuel Oriakhi. Seedorf led Team Heineken, playing, among others, Nigerian Breweries Finance Director, Rob Kleinjan; and the company’s Supply Chain Director, Martin Kochl.
The novelty match preceded an Afrobeats concert that was headlined by African superstar, Davido and Peruzzi, another topflight Nigerian singer. Members of the Heineken management team and Seedorf then met with the Nigerian Minister of Youth and Sports Development, Sunday Dare, at the MKO Abiola stadium in Abuja, the country’s capital.
The Union of European Football Associations, the umbrella organisation for 55 national football associations across Europe, organizes the Champions League as an annual competition among top-division football clubs. The 2022 final match is slated for May 28 at the Stade de France in Paris.
“The goal of the Trophy Tour is to inspire a new generation of African footballers and appreciate fans for their love of the UEFA Champions League and Heineken,” said Heineken’s Senior Global Director, Bram Westerbrink.
The continent’s importance to the growth of football and the UCL is evident, Bram also noted. Several European clubs in the English, French, Italian, Spanish, and German leagues have notable African following, with many of the fans organising meetups and celebrations when their favourite teams record tournament successes. With more than 100 Africans currently playing professionally, over 25 Champions League winners from Africa, and about 300 million African fans, football has taken hold as the most popular sport on the continent.
“This is why Heineken is proud to celebrate its association with the UEFA Champions League,” said Hans Erik Tuijt, Director, Global Heineken Sponsorships, adding that Heineken has the highest awareness on the continent as a sponsor of the UEFA Champions League.
To view this piece of content from cts.businesswire.com, please give your consent at the top of this page.
View source version on businesswire.com: https://www.businesswire.com/news/home/20220509006222/en/
Contact information
Enitan Kehinde
Enitan@bhmng.uk
+447899410249
About Business Wire
For more than 50 years, Business Wire has been the global leader in press release distribution and regulatory disclosure.
Subscribe to releases from Business Wire
Subscribe to all the latest releases from Business Wire by registering your e-mail address below. You can unsubscribe at any time.
Latest releases from Business Wire
Geoswift and SKUx Announce Strategic Partnership to Develop a First-of-Its-Kind Programmable Stablecoin Commerce Network29.6.2026 15:00:00 EEST | Press release
Geoswift and SKUx announced a groundbreaking partnership to develop a next-generation programmable stablecoin commerce network. This strategic collaboration bridges digital assets, traditional finance, and real-world commerce at a global scale, representing a "one-of-one" opportunity by combining Geoswift's global infrastructure with SKUx's specialized item-level controls directly within point-of-sale (POS) systems. While enterprise stablecoin usage continues to accelerate globally, governments, enterprises, payment networks, and AI-driven commerce platforms are increasingly seeking programmable payment infrastructure that can bridge digital assets with real-world commerce. The innovation goes far beyond treasury management or even enabling consumers to spend stablecoins at retail locations. Instead, it unlocks true "programmable money" with embedded controls, rules, and purpose-driven utility —requiring both programmable settlement and programmable spending controls. Geoswift and SKUx
Esri Sponsors Smithsonian Exhibition Showcasing Natural and Cultural Objects from All 50 States29.6.2026 15:00:00 EEST | Press release
Esri, the global leader in location intelligence, is sponsoring From These Lands: Sharing Our Natural and Cultural Heritage, a new exhibition at the Smithsonian's National Museum of Natural History that showcases objects from all 50 states and explores the deep connections between people, place, and the natural world that unite the nation. The exhibit, which opened this June 18 and runs through 2029, brings together more than 600 specimens and cultural artifacts from across the United States, Washington, DC, and the five territories that people call home. Drawing from the museum's own collection, From These Lands shows how natural systems, cultural traditions, and geography intersect. The exhibition presents stories that span millions of years—from ancient fossils and geological formations to cultural artifacts and scientific breakthroughs—inviting visitors to reflect on their own sense of place. By pairing natural specimens with cultural objects, From These Lands demonstrates how huma
Cartilage Tissue Engineering Heads to Orbit in NSF and NASA-supported Study at the International Space Station29.6.2026 15:00:00 EEST | Press release
Researchers in the DELTAi Lab at the University of California, Irvine, working with NASA, are using Evercode Cell Fixation to preserve samples aboard the International Space Station as part of a study of cartilage tissue engineering in microgravity. The unprecedented work, part of a National Science Foundation (NSF)-funded grant led by Dr. Wendy Brown and Dr. Kyriacos Athanasiou, announced today by Parse Biosciences, aims to advance treatments for the hundreds of millions of people worldwide affected by cartilage injury. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260629548658/en/ Rachel Nordberg, PhD, from the DELTAi Lab at UC Irvine, prepping the BioServe device before it goes into orbit. Cartilage injuries cause significant pain and disability, and the need for implants that can repair or regenerate damaged tissue without harming a donor site has gone unmet for decades. Part of the difficulty is gravity itself, which m
Court Clears Biocytogen’s RenNano ® in Landmark Patent Dispute Against Harbour29.6.2026 14:55:00 EEST | Press release
Biocytogen Pharmaceuticals (Beijing) Co., Ltd. ("Biocytogen," SSE: 688796; HKEX: 02315) today announced that it has received a first-instance civil judgment from the Shanghai Intellectual Property Court. The court ruled that Biocytogen did not infringe the relevant patent rights asserted by the plaintiff, Harbour Antibodies BV ("Harbour"), and ordered the plaintiff to bear the litigation costs. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260629347368/en/ Court Clears Biocytogen’s RenNano® in Landmark Patent Dispute Against Harbour The judgment marks a significant first-instance outcome in the litigation and further affirms the independent innovation and intellectual property compliance of Biocytogen's core technology platforms. It also provides greater clarity for existing and prospective partners evaluating the RenNano® platform, reinforcing confidence in the Company's technology platforms and long-term innovation capabi
MANE Selects Kinaxis to Strengthen Global Planning Capabilities29.6.2026 14:00:00 EEST | Press release
Kinaxis®(TSX:KXS), a global leader in end-to-end supply chain planning and orchestration, today announced that MANE, one of the top five leading organizations worldwide in the flavours and fragrances industry, has selected Kinaxis to modernize its planning capabilities as it accelerates global growth as part of a broader enterprise-wide transformation initiative. Headquartered in the south of France, with a significant global footprint spanning multiple regions and customers across international markets, MANE is known for its innovation, technical expertise and strong commitment to sustainability. The company is investing in more connected, end-to-end planning capabilities to support continued growth and increasing operational complexity worldwide. Following an extensive evaluation process with major competitors in the market, MANE selected the Kinaxis Maestro platform for its proven ability to support complex, multi‑region planning environments with speed, transparency, and confidence
In our pressroom you can read all our latest releases, find our press contacts, images, documents and other relevant information about us.
Visit our pressroom