Heineken's champions league stunt

We've picked on Heineken on this blog before. I stand by my earlier assertion that it's not a great beer but has a good brand in the states. They do, however, pull some cool marketing stunts having to do with soccer in Europe. I remember hearing about them handing out big Heineken hats outside of a Eurocup match that was sponsored by Carlsberg in 2008. Well they pulled something pretty cool for a AC Milan vs. Real Madric match. Not too much commentary except that I kind of question how real this is. If they tried this in states with a Husker game, my family wouldn't have begun to consider going some classical music mixed with poetry.