Business Wire

Heineken Hosts Biggest UEFA Champions League Trophy Tour in Africa


In its continuing effort to bring the UEFA Champions League (UCL) experience closer to more football fans around the world, Heineken has staged its most elaborate Trophy Tour in Africa yet. The 10-day tour, which ended on April 13 in Abuja, Nigeria, ahead of the 2022 final match on May 28, included several public events that featured the UCL trophy at major stops in the Democratic Republic of Congo, Mozambique, Ethiopia, and Nigeria. Fans from Rwanda and Congo Brazzaville also attended the tour in Nigeria and DRC respectively.

This press release features multimedia. View the full release here:

To view this piece of content from, please give your consent at the top of this page.

Clarence Seedorf on tour with the UEFA Champions League trophy in Ethiopia, as part of the pan-African tour, courtesy of Heineken.

The events around the tour included open-truck city parades, novelty matches with local celebrities, UCL quarter final match viewings, fan meet and greets, photo sessions, media rounds, Afrobeats concerts, and visits to government ministries in charge of football.

Heineken, sold in 192 countries around the world, has been a sponsor of the UEFA Champions League since 2005 and the company’s leadership said its Africa-wide trophy tour for the 2021/2022 season was structured to reach 50,000 Africans directly while an estimated 10 million more are reached via media coverage.

A highlight of the trophy tour was a Heineken-sponsored football match in Lagos, Nigeria. It pitted Nigerian music superstars and football legends against senior staff of Nigerian Breweries, which is the local Heineken brewer, and the Trophy Tour Ambassador, professional coach and former Dutch international midfielder, Clarence Seedorf.

BET Awards-winning Afrobeats star Davido captained Team Nigeria, which had ex-Nigerian internationals Austin Jay Jay Okocha, Daniel Amokachi, and Taribo West. Also on the squad were rapper M.I. Abaga, R&B singer Darey, and Nigerian Breweries Marketing Director, Emmanuel Oriakhi. Seedorf led Team Heineken, playing, among others, Nigerian Breweries Finance Director, Rob Kleinjan; and the company’s Supply Chain Director, Martin Kochl.

The novelty match preceded an Afrobeats concert that was headlined by African superstar, Davido and Peruzzi, another topflight Nigerian singer. Members of the Heineken management team and Seedorf then met with the Nigerian Minister of Youth and Sports Development, Sunday Dare, at the MKO Abiola stadium in Abuja, the country’s capital.

The Union of European Football Associations, the umbrella organisation for 55 national football associations across Europe, organizes the Champions League as an annual competition among top-division football clubs. The 2022 final match is slated for May 28 at the Stade de France in Paris.

“The goal of the Trophy Tour is to inspire a new generation of African footballers and appreciate fans for their love of the UEFA Champions League and Heineken,” said Heineken’s Senior Global Director, Bram Westerbrink.

The continent’s importance to the growth of football and the UCL is evident, Bram also noted. Several European clubs in the English, French, Italian, Spanish, and German leagues have notable African following, with many of the fans organising meetups and celebrations when their favourite teams record tournament successes. With more than 100 Africans currently playing professionally, over 25 Champions League winners from Africa, and about 300 million African fans, football has taken hold as the most popular sport on the continent.

“This is why Heineken is proud to celebrate its association with the UEFA Champions League,” said Hans Erik Tuijt, Director, Global Heineken Sponsorships, adding that Heineken has the highest awareness on the continent as a sponsor of the UEFA Champions League.

To view this piece of content from, please give your consent at the top of this page.

Contact information

Enitan Kehinde

About Business Wire

Business Wire
Business Wire
24 Martin Lane
EC4R 0DR London

+44 20 7626 1982

(c) 2018 Business Wire, Inc., All rights reserved.

Business Wire, a Berkshire Hathaway company, is the global leader in multiplatform press release distribution.

Subscribe to releases from Business Wire

Subscribe to all the latest releases from Business Wire by registering your e-mail address below. You can unsubscribe at any time.

Latest releases from Business Wire

IFF to Webcast Fireside Chat at Bernstein Strategic Decisions Conference on June 124.5.2022 22:15:00 CEST | Press release

IFF (NYSE: IFF) today announced that Chief Executive Officer Frank Clyburn will participate in a fireside chat at the Bernstein 2022 Strategic Decisions Conference on Wednesday, June 1, 2022 at 8 am ET. Investors may access the live webcast on the Company's website at For those unable to listen to the live webcast, a recorded version will be made available for replay. Welcome to IFF At IFF (NYSE: IFF), an industry leader in food, beverage, scent, health and biosciences, science and creativity meet to create essential solutions for a better world – from global icons to unexpected innovations and experiences. With the beauty of art and the precision of science, we are an international collective of thinkers who partners with customers to bring scents, tastes, experiences, ingredients and solutions for products the world craves. Together, we will do more good for people and planet. Learn more at, Twitter, Facebook, Instagram, and LinkedIn. View source version on busine

HCL Commits $15 Million to Address Global Freshwater Insecurity24.5.2022 19:16:00 CEST | Press release

Water security has never been more urgent. With the global population set to hit 8.5 billion by 2030, pressure is increasing on the world’s limited supply of freshwater. By 2030, the global demand for water will have exceeded sustainable supply by 40%. In addition to immediate and dire consequences to people’s health and food production, a lack of access to clean water can limit economic growth by up to one-third, as well as have adverse effects on natural biodiversity and social fabrics. Governments and businesses must bring freshwater to the forefront of their strategies, and innovation will play a key role in their success. This press release features multimedia. View the full release here: People in the picture (from left) – Roshni Nadar Malhotra, CEO, HCL Group & Chairperson, HCL Technologies; Gim Huay Neo, Managing Director, Centre of Nature and Climate, World Economic Forum; William Kwende, Founder of Serious Shea; Inna M

Alcineo Deploys Verimatrix Threat Defense Technology To Protect SoftPOS Terminal Solutions for Banks, Payment Providers24.5.2022 17:45:00 CEST | Press release

Regulatory News: Verimatrix, (Paris:VMX) (Euronext Paris: VMX), the leader in powering the modern connected world with people-centered security, today announced its Verimatrix Code Shield was deployed by La Ciotat, France-based Alcineo to protect its best-in-class SoftPOS solutions that are used by banks and payment solutions providers to offer Tap on Phone payments from any contactless card or mobile wallet. As part of Verimatrix’s threat defense offerings, Verimatrix Code Shield plays a pivotal role in progressing the certification process for Alcineo’s SoftPOS SDK, that serves transporation for fare inspection and ticket selling or retail for queue boosting. This SDK also facilitates charity donation and combines contactless payment and digital vouchers acceptance at restaurants. Verimatrix Code Shield works with Alcineo’s solutions that currently hold international payment scheme certifications such as Visa and Mastercard. Domestic payment networks are also supported. “Allowing pay

Linksys Brings Best in Class WiFi Performance to the Home with New Series of Affordable WiFi 6 Mesh Solutions24.5.2022 17:00:00 CEST | Press release

Linksys, a global leader in home and business WiFi networking solutions, today announced two new WiFi 6 mesh systems designed to deliver peak wireless performance for all at-home needs including remote working, streaming content, multi-user gaming and more. The Linksys Hydra 6 and Linksys Atlas 6 are Linksys’ newest entry-level dual-band products in the company's family of WiFi 6 mesh systems and come at the most affordable prices to date for the brand. This press release features multimedia. View the full release here: Linksys Atlas 6 (Photo: Business Wire) “There is an increased need for wireless connectivity that can handle the influx of devices on home networks, and deliver reliable, secure and private connections,” said Alan Cohen, VP of Marketing and Head of Product at Linksys. “Our mission is to connect everyone securely and through the launch of these systems, we provide our customers with two new options for fast speed,

Ferring Presents New Analyses of Efficacy, Safety and Microbiome Composition Data at DDW 2022 for RBX2660 its Investigational Microbiota-Based Live Biotherapeutic24.5.2022 17:00:00 CEST | Press release

Ferring Pharmaceuticals today announced the presentation of four abstracts at Digestive Disease Week (DDW) 2022 that further characterize RBX2660, a potential first-in-class microbiota-based live biotherapeutic studied to deliver a broad consortium of diverse microbes to the gut to reduce recurrent C. difficile infection (CDI) after antibiotic treatment. This press release features multimedia. View the full release here: Two of these abstracts reviewed data from PUNCH™ CD clinical program and included subgroup analyses on the potential of RBX2660 to reduce CDI recurrence consistently and safely in adults regardless of their baseline characteristics. The first abstract (RBX2660 Versus Placebo to Reduce the Recurrence of Clostridioides Difficile Infection: Subgroup Analysis; Session number 892), an oral presentation, was a subgroup analysis of integrated data from randomized participants who received one dose of blinded treatment