‘Unlucky Charm’ Tries Extreme Measures to Protect Result at 2025 UEFA Champions League Final for Heineken

Marco Simeone, next to the purpose-built bar on the edge of the European continent outside Germany.

AMSTERDAM, May 30, 2025 – Heineken is betting on superstition – and a potentially jinxed fan – ahead of this year’s UEFA Champions League Final. New data reveals the depth of fan-fueled rituals, prompting the brewer to take a quirky approach to celebrating the beautiful game. The company is sending a self-proclaimed “jinx,” Inter Milan supporter Marco Simeone, to a custom-built bar on the fringes of Germany to watch the match.

According to a survey, a significant 45% of football fans admit to stopping watching a match in fear of jinxing the result. Heineken is leaning into this widespread belief, particularly with Simeone. Among his friends, he has become known for his uncanny bad luck, with his team seemingly losing every time he’s present at the stadium.

To avoid any potential mishaps, Heineken has built “Marco’s Far Away Pub From The Stadium In Munich,” a bespoke bar hundreds of miles from the actual match in Munich, where Germany meets the sea. The space is designed to replicate a matchday experience, meticulously recreating the atmosphere of a live game, minus the supposed risk of Simeone’s presence.

“Obviously I’d love to be there, but more than that I want to see Inter win, and if I’m at that stadium, it’s just not gonna happen,” said Marco Simeone. “I’ve seen them lose everything from cup finals to playoffs to friendlies. I’d do anything for my team, so at this point, it’s important I watch from a safe distance. At least I won’t have to queue for a beer where I am!”

Nabil Nasser, Global Head of Heineken^® Brand, commented, “At Heineken^®, we’ve always believed that football is nothing without its fans—and that includes the wonderfully superstitious ones. Whether it’s wearing the same shirt, sitting in the same seat, or, in this case, staying away from the action, these rituals are a huge part of what makes fandom so special.”

Heineken’s research further underlines the pervasive nature of superstition in football, with 43% of fans blaming themselves for jinxing a game. What’s more, 22% believe that not watching a match could boost their team’s chances. As for who gets the blame when things go wrong, 34% point the finger at someone else.

Echoing these sentiments, football legend Jill Scott MBE added, “Superstitions around football may seem irrational to an outsider, but these staunch rituals and beliefs are part of the soul of football fandom. Whether it’s wearing the same hole-ridden socks every match or banning a cursed mate from watching, one thing’s for sure: football fans don’t mess with fate.”

After over three decades as a proud UEFA Champions League sponsor, Heineken is using the unique ritual to celebrate what makes the sport, and its fans, so captivating. Keep an eye on Heineken social media to see how the company will support Marco in his unusual act of devotion. As the players prepare to take the field, Marco will be at his remote safehouse, Heineken in hand—just in case.