Heineken: UCL 2019 with Ryan Giggs and Thierry Henry


In April 2019, As a global sponsor of the UEFA Champions League, Heineken needed to make the sponsorship locally relevant in South Africa to reap the full benefits.  

Heineken elected to:

  • host viewing parties
  • bring the UCL trophy to South Africa
  • bring to SA fans two international soccer icons – Ryan Giggs and Thierry Henry.

Capacity Relations’ role was generally, to create mass awareness of Heineken’s sponsorship and specifically, to amplify the two soccer legends’ South Africa visit across media.


 Capacity Relations organised packed attendance at a press conference for both players in Johannesburg as well as 1:1 interviews in person and via radio, in addition to hosting media at the viewing events leading up to the UCL final.  This was supported by an Advocacy Programme with leading local Influencers including Minnie Dlamini; Lunga Shabalala; OG Molefe and Steven Pienaar.

We achieved an ROI of  227:1 (over R105 Million in value) 

Event attendance was 90% with a 60% rate of published brand content

We co-curated and managed all influencers narratives resulting in the advocated exceeding all KPIs

OTS:  90 344 168

TOTAL AVE: R 21 888 967

Contact Capacity Relations

 011 844 1000.


150 Kelvin Drive, Woodmead, Johannesburg

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