Some believe in form, others in tactics. But for two diehard Arsenal fans, it’s all about beer mats, bar stools and unshakable ritual. As the UEFA Women’s Champions League Final kicks off in Lisbon, Heineken have turned matchday superstition into headline spectacle—by relocating a pub. Yes, you read that right.
Heineken’s latest campaign, ‘Cheers to the Superstitious Fans’, is a full send-off for football’s pre-match traditions, fuelled by stats that hit home: nearly half of all fans believe their rituals genuinely influence the scoreline. That number jumps to 100 percent if you're asking Amelie Margaret Kirk and Sophie Hurst.
The North London duo have spent years rooted to the same spot inside The Twelve Pins, a stone’s throw from Finsbury Park, turning the pub’s far corner into their personal lucky charm. Same seats, same pints, same pre-kickoff playlist. When Arsenal made it to the UWCL final, there was no way they could break the chain—not now. Heineken made sure they didn’t have to.
Packing up the pair’s matchday setup with painstaking detail, Heineken shipped an entire slice of North London 2,200km across Europe. Rebuilt inside a lorry parked up near the Estádio José Alvalade in Lisbon, the pop-up Pins brought the girls' full ritual to the Portuguese capital—glasses, tables, well-worn grooves and all.
It’s a stunt, sure, but it’s also a statement: tradition matters, no matter where the game is played, and it's especially great to see hardcore fans of the women’s game being acknowledged and celebrated in this way. And it wouldn't be a real pub without a pint, so Heineken kitted it out proper—with a very special guest on hand to share a toast. Former Lioness and national treasure Jill Scott MBE turned up to raise a glass and talk shop with two of the most committed fans in the women’s game. “I’ve seen plenty of matchday rituals over the years – some hilarious, some heartfelt, but all completely serious to the person who believes in them," Scott said. "I love that Heineken is matching the energy of superstitious fans at the UEFA Women’s Champions League final."
From North London love to a Lisbon landmark, Heineken's on-the-road pub is a celebration of fandom at its most heartfelt and human. Because sometimes, belief isn’t just about what happens on the pitch—it’s about everything you do to get there.
Nabil Nasser, Global Head of Heineken® Brand, says: "Who are we to stand between superstitious fans and their matchday rituals? From recreating a lucky pub at the UEFA Women’s Champions League final to shining a light on the fans who make the game what it is, ‘Cheers to the Superstitious Fans’ is all about celebrating fandom in all its forms. Since joining the women’s game in 2021, we’ve seen it grow in incredible ways—and we’re proud to continue championing that momentum.”
To learn more about the campaign and celebrate fan superstitions, visit: HERE
