When discussing the final stages of the Champions League, expectations are always high—not just on the field but also in front of the screens. This time, however, the screen wasn't just before us but all around us. From Sportal.bg, we became part of the exclusive Heineken® events organized as part of the "With a Friend at the Final" campaign. Upon entering Videnie—an immersive arts space—it was clear this would not be just another sports bar. For the campaign, the space was completely transformed into a football stadium, complete with a pitch, strong stadium atmosphere, and impressive 360° mapping that brought the emotions of the UEFA Champions League semifinals directly to the event's center.
The transformation of the space upon our arrival was impressive—it was decorated like a locker room for an elite football team. Through 3D technology, the names of the teams that guests chose upon registration appeared on the walls, a small but charming gesture towards each participant's personalized experience.
Just before the first referee's signal for the semifinal match, the locker room transformed into a closed football field. Here, the 360-degree visual and audio mapping serves as the primary instrument, aiming to put fans "at the center of the game."
With the "With a Friend at the Final" campaign, we aimed to give fans more than just a projection but a true experience—a place where football comes out of the screen and people share emotions together. For Heineken®, football has always been more than a game—it’s a reason for meetings, friendships, and unforgettable moments, commented Victoria Ivanova, Senior Brand Manager at Heineken®.
The campaign highlighted the social power of football and the joy of shared experiences. Participants engaged in tombola for special merchandise, games, and additional surprises, while the climax of the initiative was the big prize—two double tickets for the UEFA Champions League final, which will take place on May 30 in Budapest.
"With a Friend at the Final" is part of Heineken®'s global platform "Fans Have More Friends," showing how a love for football brings people together and turns shared moments into experiences that last. With this initiative, Heineken® once again solidified its role as a brand that puts fans and their emotions at the center of everything.
The atmosphere during the event was modern and relaxed. Despite having fans of both teams in the room with their fan merchandise, the emotions were shared collegially.
For those who like to share memories on social media, there was a dedicated area where you could capture the moment to the sounds of the iconic Champions League anthem.
To learn more about how Heineken® transforms football passion into new friendships and shared moments, visit https://www.heineken.com/global/en/campaigns/fanshavemorefriends.
