U.S. HISPANIC
Heineken Selects Founders to Drive New Connections in the Jamaican Market
27 de febrero de 2026
Founders will lead the full-scale activation of the UEFA Champions League (UCL) and Formula 1 (F1)
Founders announced the expansion of its partnership with Heineken, taking on a key strategic and creative role for the brand in the Caribbean, with a primary focus on the Jamaican market. This new chapter builds on an already established six-year relationship with Red Stripe, Jamaica’s iconic beer, and reaffirms Founders’ position as a strategic partner within Heineken’s regional portfolio.
The 2026 strategy for Jamaica centers on creating connections that go beyond the everyday, leveraging the power of Heineken’s global sponsorship portfolio. Founders will lead the full-scale activation of the UEFA Champions League (UCL) and Formula 1 (F1), developing exclusive, high-impact experiences designed to invite consumers to engage with the brand in a more aspirational and memorable way.
“Jamaica is a vibrant, high-energy market, and Heineken is the ideal catalyst to spark those moments that bring people together,” said Tanya De Poli, CEO and co-founder of Founders Agency. “Our goal is to take Heineken beyond the product and closer to the culture of going out, sharing, and celebrating. Whether through the intensity of the Champions League or the premium lifestyle of F1, we aim to create new ways for Jamaican consumers to expand their world and enjoy unique experiences with the brand.”
“At Founders, we believe in testing, experimenting, and learning along the way — a way of working that we deeply share with Heineken,” added Checha Agost Carreño, co-founder and Chief Creative Officer. “To inspire a richer, more connected social life in Jamaica, we are building bridges between the brand’s global identity and local culture. This is not just about campaigns; we are creating experiences that serve as engines of connection and social growth through the world’s most prestigious sports platforms.”
This regional expansion follows a series of successful global collaborations between Founders and Red Stripe and marks another step in the agency’s growth as an independent force within the international advertising landscape.
“We’re excited to bring a new level of energy and execution to the Jamaican market,” said Nathan Nelms, Brand Manager of Heineken Jamaica. “2026 is a pivotal year for us as we evolve toward a positioning that celebrates the quality of shared moments and experiences. Founders’ ability to combine global standards with a deep understanding of local culture is exactly what we need to ensure our Champions League and Formula 1 activations genuinely connect with Jamaican consumers. We’re very much looking forward to what’s ahead and to continuing to inspire a more vibrant social life in Jamaica.”
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