Heineken helped men have a perfect football watching experience, enjoying the Champions League final between Real Madrid and Atlético de Madrid to the fullest. The beer brand signed a deal with Brazilian chain Shoestock to arrange a one-night three-hour shoe sale on Saturday, May 24, just for the time of the match. The idea was simple—women could go shop footwear and leave their male partners in peace for the time of the game.

The discount was huge—up to 50 per cent off at the participating Shoestock stores on May 24. The effort was developed by Wieden + Kennedy São Paulo—some might consider the concept sexist, still it seems to be quite a good decision that gave women another alternative way of spending their Saturday evening if they were not planning to watch the match together with their husbands or boyfriends.

“The idea is to help guarantee men time to watch the game on Saturday afternoon,” commented W+K creative director Otavio Schiavon to Adweek last week. “So we’re going to provide an argument that will make it so their wives or girlfriends have something interesting to do during the game. He’s going to surprise her with news about a shoe sale. And she, in turn, can leave him to watch the UEFA Champions League final.”

Heineken’s latest effort revolving around relationship between men and women was the mysterious “The Date in a Box.”