Posts tagged with "European Super League"

Heineken responds perfectly to the implosion of the European Super League

April 27, 2021

In America, the XFL is the most iconic example of a football league that couldn’t go the distance: After its eight teams engaged in just five weeks of play in its inaugural 2020 season, the league’s operations slowly came to a halt due to the COVID-19 pandemic—leading to bankruptcy.

But, Adweek reports, the XFL feels like an enduring cultural institution compared to the European Super League, an audacious concept that lasted a mere 60 hours in late April before imploding spectacularly.

Now, brewmaker and soccer sponsor Heineken and its advertising agency Publicis have cheekily marked the misguided attempt at a new soccer league with an Instagram post that bears a simple warning: Don’t drink and start a league.

The social post was created through Publicis Italy and the agency’s dedicated Heineken group, Le Pub.

As a longtime sponsor of the UEFA Champions League, Heineken obviously had a clear side in the debate, but it’s also one that the brand could rest comfortably knowing that its sense of humor would be shared by most fans.

Indeed, according to Adweek, the Instagram post developed by Publicis has received more than 12,800 likes in its first six hours, with comments consistently describing the response as “brilliant” and “genius.”

Research contact: @Adweek

Shares rise, outrage kicks off as Europe’s biggest soccer teams plot breakaway ‘Super League’

April 20, 2021

A coalition of the world’s richest soccer clubs has announced plans to form a breakaway European Super League—one of the biggest financial and logistical shake-ups to the sport in decades. The move has sparked outrage among fans, reprisals from domestic leagues, and threats of legal action, Forbes reports.

The long-rumored league—made up of 12 English, Spanish, and Italian soccer clubs, which are set to be joined by three more clubs—is expected to kick off in August.

Florentino Pérez, the president of Real Madrid CF and the group’s first chairman, said the league will “help football at every level and take it to its rightful place in the world,” as befitting a sport with 4 billion fans. 

European officials strongly condemned the proposals, with the sport’s governing bodies across the continent condemning the “self-interest[ed]” and “cynical project.”

Domestic leagues have threatened to bar participating clubs from competing and FIFA, the sport’s global governing bodywarned players in January that they may be blocked from the World Cup if the breakaway league goes ahead.

Even world leaders have criticized the move, with British Prime Minister Boris Johnson and French President Emmanuel Macron both vowing to block the league in its current form and describing it as damaging to the sport and fans, Forbes reports.

The clubs involved are: England’s Manchester United, Liverpool, Manchester City, Arsenal, Chelsea and Tottenham; Spain’s Real Madrid, Barcelona and Atletico Madrid; and Italy’s Juventus, AC Milan and Inter Milan.

Shares of the rebel clubs have jumped following the announcement. Juventus is up 16% and Manchester United nearly 10% (premarket) at the time of writing. Even clubs not affiliated with the league are seeing a boost.

Research contact: @Forbes