Heineken Champions Cup
Overview
Heineken UK, a Premium Partner for the Champions Cup, hosted a VIP hospitality event at Tottenham Hotspur Stadium for 250 attendees. The brief was to “paint the room green” and create an immersive Heineken experience that would captivate guests before, during, and after the match. CE was tasked with transforming the space, which is typically branded in Tottenham Hotspur’s blue, into a memorable Heineken-themed environment.
Solution
CE transformed the Tottenham Hotspur Stadium’s blue-themed space into an immersive Heineken experience, overcoming the branding challenge with creative design and lighting solutions. We strategically incorporated Heineken’s green branding across all touchpoints, including large-scale print, customised furnishings, signage, and decor. Green lighting batons and foliage were used to enhance the space, creating a visually impactful environment that aligned with Heineken’s identity.
To create engaging focal points, we designed a Heineken-branded DJ booth, hosted by James Haskell, which served as the entertainment hub. This was complemented by “mix and mingle” sessions with rugby stars and an interactive engagement activity where guests could predict the time of the first try during the match by scanning a QR code. Winners received signed jerseys and rugby balls. Roaming photographers captured guests posing with the Champions Cup trophy, with instant Heineken branding on the photos.
Pre-event, CE liaised with the venue staff through site visits and on-site logistics management to ensure a smooth, seamless execution. The careful planning and innovative design ensured a cohesive Heineken-themed experience from start to finish.
Outcome
The Heineken Champions Cup Final event was a resounding success, fully delivering on the “paint the room green” objective by creating a striking Heineken-branded environment, leaving a lasting impression on the 250 guests. Attendees enjoyed a highly engaging experience, from mingling with rugby stars to participating in fun competitions, all while immersed in the iconic green theme.
Our client said: “A huge thank-you for everything in the build-up to Saturday and for all your help on the day too. Early feedback received on the day and from guests has been brilliant! Thank you for all the amazing efforts over the past few weeks/ months! The event was fantastic and we should all be really proud.”