The Champions League is undergoing radical changes next season but Heineken are ensuring fans from every corner of the world remain closer to the action than ever before.
Next season will see the Champions League format change for the first time since 1992, with 36 teams instead of 32 competing in a league phase that will replace the group stage of the competition.
Each team will face eight different opponents, with half of the matches at home and half away. The new format aims to create blockbuster ties between European giants such as Real Madrid, Liverpool, Bayern Munich and Manchester City much earlier in the competition.
With more must-see games on offer, Heineken are helping fans all around the globe get closer to the action through their campaign Cheers To The Real Hardcore Fans.
By tackling the issues that prevent all football fans from having an enjoyable and inclusive experience, Heineken have redefined what it means to be a ‘real hardcore fan’.
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Heineken kicked off the knockout stages by offering seats at the Champions League final, with a select few hardcore fans given the chance to experience a once-in-a-lifetime weekend experience at Wembley.
Furthermore, back in April, Heineken made a huge change in South Korea to help every fan experience the action like never before.
Champions League matches start at 4am - a time where everything is closed including bars to watch the action with a cold beer. However, one place is open 24 hours a day - laundromats. Heineken flipped the script, turning 24 hour laundromats into sports bars that allowed fans to enjoy a beer and watch the game together for free, no matter the time.
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To celebrate fans who have gone above and beyond to bring football to all, Heineken have created The Real Hardcore Fan Club who have shared their amazing true stories.
Real Madrid defeated Bayern Munich at the Bernabeu last week to book their place in this season's final against Borussia Dortmund.
Kevin and Toto are two hardcore Dortmund fans who created their own Yellow Wall in Mexico City and overcome the challenges of watching their beloved team on a matchday.
They told Heineken: "Watching the Champions League in Mexico isn't so easy because it's in the middle of the work day, but lately we are getting around 200 people, even if it's only to watch one half or a few minutes.
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"We see Borussia Dortmund, not just as a passion, but as a way of life, to follow Borussia is not just about bleeding the Yellow and Black, but about embracing the values of the team, no matter how far you are from the Signal Iduna Stadium."
Kevin and Toto will be cheering their team on in search of their 2nd European Cup as Heineken continue to bring every fan closer to the best football competition in the world.
Topics: Champions League, Football
Marcus Banks