Ahead of the UEFA Women's Champions League final on Sunday, there will be a notable absence in Oslo. Local advertising restrictions in Norway prevent longtime sponsor of the UEFA Women’s Champions League, Heineken, from activating in the city, but the brand have found a workaround, announcing a takeover at Oslo Bar in Hackney, London.
The UEFA Women’s Champions League 2026 final will see FC Barcelona take on eight-time winners OL Lyonnes in what promises to be a blockbuster clash in the Norwegian capital. However, local regulations prohibiting alcohol brand promotion have prevented Heineken from activating in Oslo as it traditionally would. Instead of stepping back, the brand is stepping sideways, bringing ‘Oslo’ to London.
Following on from last year's pub relocation, this year Heineken will take over Oslo Bar in Hackney, a well-known hub for women’s football fans, to host a vibrant watch party designed to capture the spirit of the final while strengthening community ties. The initiative underscores the brand’s long-standing belief that football is at its best when experienced collectively.
The event will open its doors at 4pm, inviting fans to gather, socialise and watch the final live on large screens. With a DJ set scheduled before and after the match and the venue open until 3:30am, the watch party promises to deliver a full evening of entertainment beyond the 90 minutes on the pitch.
Rooted in Heineken’s global Fans Have More Friends platform, the initiative is designed to highlight the power of football fandom as a connector, bringing together strangers through shared passion and creating lasting bonds.
At the heart of the activation is a commitment to reinvest directly into women’s football. Heineken has partnered with five community organisations – Baller FC, Goal Diggers FC, Romance FC, Victoria Park Vixens, and Women in Football – each dedicated to growing and sustaining the women’s game in different ways.
These organisations represent a broad spectrum of the football community, from grassroots clubs to advocacy groups. Their work spans creating inclusive opportunities for LGBTQ+ and non-binary players, fostering local participation, and campaigning for greater equality across the sport.
All proceeds from every pint sold during the event will be donated to these partners, ensuring that the funds raised help sustain adult women’s football—where many of the sport’s most meaningful relationships and communities are formed. Heineken has also pledged to contribute additional funds beyond the value of each sale, amplifying the overall impact.
Adding further appeal, former FC Barcelona player Toni Duggan and OL Lyonnes midfielder Izzy Christiansen will attend the event, offering fans a rare opportunity to engage with two of the game’s most recognisable figures. The pair will take part in a live pre-match Q&A, sharing insights and perspectives ahead of kick-off.
Their presence reinforces the event’s aim to bring fans closer to the sport, not only as spectators but as active participants in its culture and growth.
This initiative arrives as part of Heineken’s broader and ongoing investment in women’s football. Earlier this year, the brand extended its sponsorship of the UEFA Women’s Champions League through to 2030, cementing its role as one of the competition’s principal partners.
By pivoting its activation strategy and placing community impact front and centre, Heineken is signalling that its commitment extends far beyond visibility. Instead, it is actively contributing to the long-term development of the women’s game at all levels.
While Heineken may not have a physical presence in Oslo this weekend, its London takeover ensures the brand – and its message – remains firmly aligned with the spirit of the Women’s Champions League: inclusive, communal, and forward-looking.
Tickets are available now via Eventbrite and spaces on the night will be allocated on a first-come, first-served basis until the venue reaches capacity.
