LaundroMatch

Heineken® and LePub Singapore are turning 24-hour laundromats into all-night sports bars so that Korea’s most hardcore football fans now have a place to watch the UEFA Champions League. The idea was inspired by the realization that Asia is home to some of the world’s most hardcore football fans – so devoted, they’ll wake up at 3am or 4am to watch UEFA Champions League games live. However, it results difficult to watch matches together with friends in Korea because most bars are closed at this time. Home might not be the best place to cheer on teams with friends at 4am, either.

So, Heineken® teamed up with LePub Singapore to devise a simple yet ingenious solution: in partnership with WashEnjoy, one of South Korea’s largest laundromat franchises, it is turning 24-hour laundromats into 24-hour sports bars at locations across the country. When bars are closed, now there’s a place for the real hardcore fans to get together and enjoy the UEFA Champions League.

The campaign, called ‘LaundroMatch’, which kick-started on 10th April at 3am with two consecutive events, saw the flocking of fans to WashEnjoy in Seoul to watch their favorite teams compete. Until June, South Korea’s real hardcore fans will be able to scan QR codes found at WashEnjoy laundromats nationwide to access complimentary 30-day SPOTV subscriptions, the only UEFA Champions League broadcaster in South Korea, to enjoy the quarter and semi-finals matches at a nearby Heineken® LaundroMatch.

The only ask to fans is to be there at the right time, as the access is time-sensitive and only available during the matches. By scanning the QR code on the washing machines, they access to a landing page offering SPOTV live stream for free. The design of the website is inspired by the shape of a washing machine: with the logo positioned at the powder pocket, the menu burger located where the buttons are, and a message rotating inside the round door.

As a long-time sponsor of the UEFA Champions League, Heineken® recently launched a global campaign called “Cheers To The Real Hardcore Fans” in February 2024, which redefines what it means to be a “real hardcore fan” in an effort to make football more inclusive.

With the launch of ‘LaundroMatch’, Heineken® is bringing the “Cheers To The Real Hardcore Fans” platform to Asia, with the goal of connecting with a wider range of fans worldwide, and making Heineken® the global beer of choice during the UEFA Champions League.