Heineken Responded Perfectly to the Implosion of the European Super League

Publicis created an Instagram post with solid advice for team owners

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In America, the XFL is the most iconic example of a football league that couldn’t go the distance, lasting only five games in 2020 before collapsing into bankruptcy—two decades after barely making it through one season in its original 2001 incarnation.

But the XFL feels like an enduring cultural institution compared to the European Super League, an audacious concept that lasted a mere 60 hours before imploding spectacularly.

Now, Heineken and agency Publicis have cheekily marked the misguided attempt at a new soccer league with an Instagram post that bears a simple warning: Don’t drink and start a league.

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