Even though the ultimate goal is always to increase sales, however in this case, the primary goal must have been to "expand the (potential) buyer’s experience". In sponsorship terms this is known as ‘activation’ of a sponsorship.
You may call it a brand investment were Heineken invests in its sponsorship to create brand affinity among consumers. They do this by creating a positive experience around the consumers’ main passion: football (soccer).
The only item missing was Heineken giving away the product at the theatre.
Great Campaign.