Football fans in Kenya are set for a once-in-a-lifetime experience as the prestigious UEFA Champions League (UCL) trophy makes its way to Nairobi from May 1-3, 2025.

The highly anticipated tour, part of Heineken’s “Cheers to the Hardcore Fans” campaign, promises an electrifying celebration of football culture, blending the beautiful game with music, food as well as entertainment.

Speaking while beer brand Heineken unveiled this year’s UCL campaign in the country on Tuesday evening in Nairobi, Kenya Wine Agencies Ltd (KWAL) Commercial Director Jonas Geeraerts said the 2025’s UCL campaign would be bigger and more exciting and engaging than last year.

“This year, the campaign will be bigger, bolder and better. We promise to deliver to the UCL fans and Heineken consumers at large, an exciting and unforgettable UCL season,” said Geeraerts, adding that “Heineken is already redefining what it means to be a football fan. This is also an opportunity for the brand to connect strongly with consumers with memorable, fun-filled football moments”.

Through the campaign, Heineken is aiming to transform the football culture in Kenya with a series of experiential activities going beyond the usual live match screenings, into unforgettable social events for hardcore fans of the UCL.

The campaign will culminate in a grand party, the UCL finals viewing event, on May 31.

The live football bonanza will be staged at the Allianz Arena in Munich, Germany.

KWAL marketing head Dr Senorine Wasike said the campaign is more than a marketing exercise as it aims at creating meaningful engagement with football fans around what they enjoy while watching the game.

“We aspire to create unforgettable brand experiences around football. Through this campaign we want to create a seamless brand experience that fosters a strong connection between the brand and football enthusiasts,” she said.