Women’s football still struggles with low audiences. But Heineken knows that Brazilians can’t resist peeking at a screen with a football match on. Fortunately, a big chunk of Heineken’s media budget is destined to something that can help with that: billboards. Heineken’s billboards became a place to watch the UWCL. 3500 advertising spaces spread through the whole country started broadcasting the tournament for a broad audience that has never watched it before.