As excitement builds ahead of the 2026 UEFA Women’s Champions League Final, Heineken has unveiled a new initiative that will celebrate women’s football while directly supporting grassroots organisations helping grow the game.
The longtime sponsor of the UEFA Women’s Champions League is hosting a special watch party at Oslo Bar in Hackney, London, with all proceeds from pints sold during the event going back into the women’s football community.
Heineken Takes Over Oslo Bar for UWCL Final Night
This year’s UEFA Women’s Champions League Final takes place on Saturday 23 May in Oslo, where FC Barcelona Femení will face Olympique Lyonnais Féminin — often referred to as OL Lyonnes — in one of the biggest fixtures in women’s football.
However, due to local advertising restrictions in Norway preventing alcohol sponsorship promotion, Heineken has decided to “show up” in another Oslo instead — Oslo Hackney in East London.
The event will give football fans the chance to watch the match live on big screens, alongside DJs, drinks and a live pre-match Q&A session featuring former football stars.
For official tournament details, fans can visit UEFA Women’s Champions League.
All Pint Profits Will Support Women’s Football Communities
In a move designed to directly reinvest in the women’s game, Heineken has partnered with five community organisations supporting inclusivity, equality and participation in football:
All proceeds from pints sold during the event will be donated to the organisations, with Heineken also pledging to contribute additional funds beyond the value of drinks purchased.
The initiative forms part of Heineken’s wider commitment to women’s football after recently extending its sponsorship of the UEFA Women’s Champions League through to 2030.
More information about the brand’s campaigns can be found via Heineken UK.
Toni Duggan and Izzy Christiansen to Attend the Event
Former Toni Duggan and former Olympique Lyonnais Féminin midfielder Izzy Christiansen will both appear at the London event for a live Q&A before kick-off.
Speaking about the initiative, Duggan said women’s football fans are “a proper community” that plays a huge role in helping the game grow.
Christiansen added that community football remains vital to the future of the sport and praised the event for combining fan culture with meaningful support for grassroots organisations.
Fans Have More Friends Campaign Continues
The event is part of Heineken’s “Fans Have More Friends” platform — a global campaign centred around the social connections football fandom creates.
Nabil Nasser, Global Head of Heineken, said the brand wanted to continue showing up for fans despite sponsorship limitations in Norway, adding that the Hackney event would celebrate the women’s game while helping local football communities thrive.
How to Get Tickets
Tickets for the UEFA Women’s Champions League Final watch party are free and available now through Eventbrite.
Doors open at 4pm, with the venue remaining open until 3:30am. Entry will be allocated on a first-come, first-served basis until capacity is reached.
