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Heineken is set to host an energetic watch party in London for the UEFA Women’s Champions League final, with proceeds directed towards women’s football communities.

As the UEFA Women’s Champions League final makes its way to Oslo this weekend, Heineken is staging its own takeover in another capital city.

Due to Norway’s strict advertising regulations regarding alcohol, the brand cannot promote itself in Oslo. Instead, Heineken is shifting the spotlight to a venue in east London for a special celebration.

The venue, Oslo Hackney, will be transformed into a dedicated watch party for women’s football fans and grassroots communities, raising funds to support local initiatives advancing women’s football.

This weekend’s Champions League final will feature Barcelona facing OL Lyon at Ullevaal Stadion in Oslo.

Heineken is using this major football event as a platform for a broader initiative that channels funds back into women’s football through collaborations with community organisations that champion the sport.

Since alcohol promotion is restricted in Norway, Heineken has pledged to use the London event to fund community groups that support women’s football across the UK. Every pint sold at the watch party will contribute to this cause.

The company has also confirmed additional financial contributions beyond the bar sales. Five organisations will benefit from this initiative: Baller FC, Goal Diggers FC, Romance FC, Victoria Park Vixens, and Women in Football — all involved in grassroots development, equality advocacy, and driving inclusivity in football.

Heineken recently renewed its sponsorship of the UEFA Women’s Champions League until 2030. This latest activation forms part of the brand’s ‘Fans Have More Friends’ campaign, which focuses on how football fandom fosters unity both inside and outside stadiums.

Former England internationals Toni Duggan and Izzy Christiansen will be present at the event, engaging in a live pre-match Q&A session before the game kicks off.

Former Barcelona forward Toni Duggan commented, “Fans of women’s football are a true community, playing a vital role in the sport’s growth. I’ll be watching the match with other fans at Oslo in London, but our hearts will definitely be in Oslo, Norway! Best of luck to both teams.”

Former OL Lyon player Izzy Christiansen added, “The Women’s Champions League final is one of the biggest fixtures in the football calendar. It’s wonderful to see Heineken using this moment to not only unite fans but also to give back to the game. Supporting this initiative while celebrating the final with fans makes it even more meaningful.”

Tickets for the event are free via Eventbrite, with doors open late to welcome supporters seeking a lively and inclusive atmosphere to enjoy what promises to be an unforgettable Champions League final between two European powerhouses.