Now that the whole thing is in tatters, all that passionate objection to the European Super League has morphed into humour. Heineken has a lot of skin in the footballing game — it’s a headline sponsor of this summer’s Euros and of the Champions League, as well as Major League Soccer in the US.
So the beer is celebrating the collapse of the ill-fated plan for a breakaway league with a wry social post made by Publicis Italy, which has a dig at the whole stupid idea.
Of course, if the Super League had gone ahead, Heineken could have been first in line as a sponsor. We’ll never know.