Paul, Adam and I have first-hand experience of the Heineken sponsorship of the Champions League through the medium of table football. We know it’s not easy, it’s challenging, emotional even. But what we suffered pales in comparison to these poor Italian football fans.

Tricked by their girlfriends, tutors and colleagues to attend a poetry and classical music event on the night of the AC Milan vs Real Madrid match, 1136 miserable football fans were shown live on TV entering the concert and ‘enjoying’ the first 15 minutes. I large screen above the stage then revealed the words: ‘Hard to say no to your boss, isn’t it? … To your girlfriend? … And to the match?’ The relived fans then got to watch the game together on the big screen. The Heineken sub-site for the prank received over 5 million unique visitors, and a lot of news and blog coverage. I think it’s a really clever and simple idea, but guys, be warned, your girlfriend might really have concert tickets on World Cup final day! You can read more about it here.

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