Last week, Heineken\u00ae turned 24-hour laundromats into all-night sports bars so that Korea’s most dedicated football fans could tune in to watch the UEFA Champions League. Inspired by the fact that Asia is home to some of the world’s most ”hardcore” football fans \u2013 so devoted, they’ll wake up at 3am or 4am to watch UEFA Champions League games live \u2013 Heineken\u00ae wanted to provide a location for fans to watch UEFA Champions League matches. When most bars are closed and watching alone at home is the only other option, Heineken\u00ae created ‘LaundroMatch’.<\/p>\n
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In partnership with WashEnjoy<\/a>, one of South Korea’s largest laundromat franchises, Heineken<\/a>\u00a0transformed 24-hour laundromats into 24-hour sports bars at locations across the country.<\/p>\n “Heineken\u00ae believes that being a ‘real hardcore’ football fan isn’t about how you look, it’s about how you behave \u2013 anyone who wakes up at ridiculous hours to watch their team, names their pets after their icons, or wears their lucky pair of socks during matches qualifies as hardcore. We wanted to celebrate Asia’s hardcore fans who truly live and breathe the sport in a positive, sometimes quirky way. And what could be quirkier than staying up all night to watch the UEFA Champions League at a laundromat?” explains Giwoun Park, Marketing Director at Heineken\u00ae Korea.<\/p>\n The opening 3am (KST) on 10-11 April with two consecutive events, fans flocked to WashEnjoy Laundry Park at 6 Beobwon-ro 4-gil, Songpa-gu, Seoul, South Korea to watch teams compete in two different matches. Four all-expense paid trips to the final UEFA Champions League 2024 match on 1 June were also up for grabs: a dream-come-true experience. Check out the ad below, the text continues below the video.<\/p>\n