Heineken and LePub APAC are turning 24-hour laundromats into all-night sports bars so that Korea’s most dedicated football fans now have a place to watch the UEFA Champions League. The idea was inspired by the realization that Asia is home to some of the world’s most hardcore football fans – so devoted, they’ll wake up at 3am or 4am to watch UEFA Champions League games live. It’s difficult to watch UEFA Champions League matches together with friends in Korea because most bars are closed at this time. Home might not be the best place to cheer on teams with friends at 4am, either.
