The Champions League is the most viewed annual sporting event on Earth. Over a 9-month period, around one billion people tune in. As an official sponsor of the tournament since 2006, Heineken has a history of encouraging fans to get together on match night and enjoy the football with a beer in hand.

But new research showed Champions League viewers were only watching an average of four matches per season. To grow penetration, we needed to create more occasions for Heineken by getting football fans to watch more matches together.

By talking to fans, we learned many were choosing to skip early group stages altogether. Under the impression that the best football only came towards the end of the tournament, they were saving themselves for the later stages. Our job was to prove them wrong by finding a new way of showcasing the dramatic storylines playing out in every match.