Beer brand Heineken, through Kenya Wine Agencies Limited (KWAL), will host football fans in Kenya for the UEFA Champions League final match viewing parties on 30 May 2026, the culmination of a successful marketing campaign dubbed Fans Have More Friends, launched in April.
This year, Heineken will host multiple events across major cities and towns in Kenya, with the aim of ensuring consumers are able to enjoy curated spaces wherever they are.
“We want to celebrate football fans across Kenya with unforgettable match viewing experiences in leading entertainment spots in Nairobi, Mombasa, Nakuru, Kisumu, and Eldoret as we wrap up the ‘Fans Have More Friends’ campaign we launched in April,” said Alice Mwalimo, Commercial Director, KWAL.
The events, she added, will feature leading Kenyan artists like Nameless, P-unit, Okello Max, Iyaani, Femi One, Mejja, Jua Cali, Mr Lenny, and will be themed as vibrant, fun-filled lifestyle events where fans can also sample their favourite delicacies.
“We are calling on all football fans to turn up in large numbers for the exciting events we have lined up for them on 30 May. This is not just about watching the finals but also connecting with other fans and making new friends. We also encourage fans to enjoy responsibly and not drink and drive,” said Ms Mwalimo.
Fans Have More Friends is a global marketing campaign launched by Heineken in January this year and is about encouraging fans to make new friends and connect when watching a game of football. It is premised on the concept of fandom, where sports fans, and especially football fans, converge in a community defined by a shared passion for the game.
Heineken Senior Brand Manager at KWAL, Prudence Mutembei, said the fandom campaign by Heineken had drawn large numbers of local football fans to their favourite entertainment spots to cheer on their teams with friends.
“The fandom campaign by Heineken has helped redefine the UEFA Champions League experience in Kenya by transforming match-watching into moments of real connection, moving from just being fans into being friends,” Mutembei said, adding that the campaign had so far staged 60 fan activations in Nairobi, Mombasa, Nakuru, Kisumu, Eldoret and Meru, attracting hundreds of fans to view one of the world’s biggest football tournaments together.
For the finals, Heinken has decided to give every Kenyan adult football lover an amazing football experience by preparing and planning epic experiences across major football spots nationally.
These events will be in:
· Nairobi
o Capital Noir (Main UCL Viewing experience Venue)
o Covo Thika Road
o Quiver Kilimani
· Kisumu – Berlin Lounge
· Nakuru – Space Next Door
· Mombasa – Alcapone Nyali
Eldoret – Baniyas
Mutembei called on all football fans to turn up in large numbers to connect with new friends and enjoy an unforgettable night of UEFA Finals courtesy of Heineken and KWAL.
The Fans Have More Friends campaign is based on research by Heineken showing that 75% of fans say their fandom has helped them meet new people while 59% say it has led to some of their closest friendships. 72% of football fans say language is not a barrier to making “football mates” in a bar, signalling the powerful impact of footbal in bringing people together.
