Sports Marketing

Heineken Responded Perfectly to the Implosion of the European Super League

Publicis created an Instagram post with solid advice for team owners

Heineken is a longtime sponsor of the UEFA Champions League, which Super League organizers attempted to break away from.
Heineken is a longtime sponsor of the UEFA Champions League, which Super League organizers attempted to break away from. Heineken via Instagram

By David Griner

April 21, 2021

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.

David Griner
@griner david.griner@adweek.com David Griner is Adweek's international editor and host of the Adweek podcast, "Yeah, That's Probably an Ad."
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