#Heinequeen

In May 2024, Madonna brought her Celebration Tour to Rio’s Copacabana Beach. The biggest concert of her career and a landmark moment for pop culture in Brazil. As a secondary sponsor, Heineken chose to not join a fierce battle for attention between brands. Actually, it chose to behave like a real fan. From the moment Madonna landed, Heineken was there: welcoming her at the airport, asking for autographs and even changing its own name to HeineQueen in her honor. And on the night of the concert, history happened: Madonna picked up a Heineken on stage for 12 interrupted minutes. No media deal. No placement. Just a fan being seen by their queen. A moment no sponsor could buy, but only a real fan could earn.