Heineken Jamaica flies local Champions League fans to Budapest final

For many football supporters, the UEFA Champions League Final is usually followed from home or at a watch party. In 2026, Heineken Jamaica gave a selected group of Jamaican fans, customers and brand ambassadors the chance to take in the occasion in Budapest during one of global sport’s major weekends.

The beer brand, which has served for years as a worldwide partner of the UEFA Champions League, organised a programme in the Hungarian capital that combined the match with culture, hospitality and special access for its Jamaican guests.

“The UEFA Champions League has long been known for connecting people across cultures, countries and backgrounds through a shared love of football. That’s what inspired Heineken’s Fans Have More Friends campaign,” said Nathan Nelms, brand manager for Heineken Jamaica.

“We know that some of the most memorable moments in football happen between the people watching the match, not just the players on the pitch. Bringing Jamaican fans to Budapest allowed them to experience those connections first hand while creating memories and friendships that will last long after the final whistle.”

The itinerary opened at the Champions Festival, where the visitors met UEFA Champions League legends and got close to the build-up around the final. They were also invited to a private welcome function where both the UEFA Champions League trophy and the UEFA Women’s Champions League trophy were on show.

Match day delivered the main moment of the trip, as the group watched the UEFA Champions League Final from premium seats inside the stadium and absorbed the energy, tension and emotion of Europe’s leading club football fixture.

“For many football fans, attending a UEFA Champions League Final is a lifelong dream, so being able to share that experience with our customers and ambassadors was incredibly rewarding,” Nelms said.

“Seeing them walk into the stadium, experience the excitement, and create memories with fellow fans from around the world was just as big a moment as the match itself.”

Outside of the game, the visit gave the Jamaican supporters a chance to engage with another culture, meet fans from other countries and take part in the wider international community built around the Champions League.

UEFA Champions League legend Xavi Hernández and Core Club Studios founder Victoria Colahar were among the personalities at the official welcome event, which gathered football fans and figures from across the world ahead of the final.