For football fans across Egypt, the last few years have been pretty tough. The erratic stop-start Egyptian League and the Egyptian national team's failure to qualify for the African Nations Cup has left fans with a certain hollowness, so to speak.
This may all seem rather dramatic, but football is serious business on these shores; as legendary English manager, Bill Shankly, once said, "Some people believe football is a matter of life and death. I am very disappointed with that attitude. I can assure you it is much, much more important than that."
Thank the lord, then, for the most prestigious competition in club football, the UEFA Champions League, and for Heineken's eye for the spectacular.
Heineken's outstanding coverage of the Champions League gave birth, this year, to the Heineken Soccer Bar – a pop-up bar located at the Cairo Marriot Hotel in Zamalek that has been a godsend for football fanatics across Cairo.
Having screened all the of this year's games without fail, Heineken are gearing up for a extravagant final screening on Saturday 24th of May, as Real Madrid and Atletico Madrid of Spain go head-to-head in the first Champions League final ever to be contested between two city rivals.
As the underdogs and surprise finalist, Atletico have won fans across the world for their big hearts and precise play under inexperienced maverick coach, Diego Simeone. Real Madrid, meanwhile, need no introduction; the current team may pale in comparison when compared to the famed Galacticos era, but they do have the deadly, record-breaking Cristiano Ronaldo.
There's much more than just football, however, and this is where Heineken's penchant for the extravagant. Along with the usual supply of cold, crisp Heineken beer, there will be more prizes to win and lots of fun to throw yourself into. In addition, there are still two legs of the Heineken Baby Foot tournament at a Tipsy Bar & Lounge in Maadi on May 15th and Zamalek's Rooftop on May 16th.
For more info on Heineken's football fun, click here.