Despite good awareness and brand fit of its UEFA Champions League (UCL) sponsorship, Heineken’s sales growth was shrinking and penetration had stalled. Soccer fans were more likely to drink the lager when they watched matches socially than if they viewed by themselves. Featuring José Mourinho as spokesman, a new international strategy for Champions League markets motivated fans to watch with others and drink Heineken using high-impact TV and online video. Personalised reminders and content provided further inducement. Following the brand’s activity, there was a 20% drop in games watched alone. Year-on-year volume growth in UCL markets grew to 13.7%, compared to declines in non-participating countries. Global brand penetration increased by 5%.