A handwritten sign held aloft by a Leinster Rugby supporter at the Investec Champions Cup semi-final has become an unlikely viral sensation after Heineken 0.0 launched a campaign to help him secure accommodation for the final in Bilbao.
Andrew Egan, a 27-year-old lifelong Leinster fan from Stillorgan in Dublin, found himself at the centre of social media attention after an official match photographer captured him celebrating Leinster’s semi-final victory over Toulon while holding a homemade sign reading: “Spare bed in Bilbao anyone? Call +353 834608669.”
The image quickly gained traction online among rugby supporters ahead of this weekend’s Investec Champions Cup Final against Union Bordeaux Bègles, prompting Heineken 0.0 to turn the moment into a full-scale fan campaign under its “Fans Have More Friends” platform.
The beer brand has now taken the search for accommodation directly to Bilbao, rolling out billboard advertising, radio campaigns in Spanish and digi-van promotions across the city in an effort to “Find a Room for Andrew.”
Known to friends as “Chunk,” Egan admitted the original sign was intended as little more than a joke.
“I was totally chancing my arm, the sign was just a bit of a laugh really,” he said. “I never thought anyone would actually notice it. Next thing people are taking photos of me and Heineken 0.0 is putting me on billboards and on radio ads in Spain.
“It’s honestly mad, but in the best possible way. Fingers crossed someone does come through and I do get that bed in the end.”
The campaign comes as thousands of Leinster supporters descend on Bilbao for the final, with accommodation demand in the city soaring in advance of the weekend.
Fiona Curtin of Heineken said the campaign captured the spirit of sporting fandom and community connection.
“When we saw Andrew’s sign we thought it perfectly captured the spirit of fandom; one fan reaching out to fellow fans for help,” she said.
“So we got in touch and offered to help by upgrading his tickets to a VIP matchday experience and also by launching a major search to find that bed.
“We recently launched our Heineken 0.0 ‘Fans Have More Friends’ campaign, which celebrates the connections that sport creates, so it was fitting that we got involved.”
Through the campaign, Heineken 0.0 is encouraging Bilbao residents and travelling rugby supporters to help ensure one devoted Leinster fan makes it to what promises to be one of the biggest weekends in European rugby this season.
Cricket Ireland is a full member of Sport for Business.
If you would like to be part of the Sport for Business community and see your organisation in our content, on our stages, and in the conversation happening every day around the commercial world of Irish Sport, email us today and let’s see what is possible.
Image Credit: Cricket Ireland and Sportsfile
ABOUT SPORT FOR BUSINESS
Sport for Business is Ireland’s leading platform focused on the commercial, strategic and societal impact of sport. It connects decision-makers across governing bodies, clubs, brands, agencies, and public institutions through high-quality content, events, and insights.
Sport for Business explores how sport drives economic value, participation, inclusion and national identity, and how your story can be part of ours.
Through analysis, storytelling and convening the sector, it helps leaders understand trends, share best practice and make better-informed decisions. It positions sport not just as entertainment but as a vital contributor to Ireland’s social and economic fabric.
Find out more about becoming a member today.
Or sign up for our twice-daily bulletins to get a flavour of the material we cover.
Sign up for our News Bulletins here.
