Insight

Heineken SA wanted to bring the UCL campaign closer to local supporters and make the game of football even more inclusive. 37% of football fans are women, but they are often not seen as “real” football fans by men. South Africa also has incredible female football players.

Idea

Machine_ created a first-of-its-kind event on the African continent. The “Heineken All-Invitational”. An inclusive 5-a-side with both male and female football legends playing on mixed teams. Our way of aligning with the global platform “Cheers To All Fans. Men Included”.