Heineken and the European Rugby Champions Cup & Challenge Cup partnered with The School of Hard Knocks - a UK-based charity that empowers individuals facing challenges through sport and other activities. It uses high-impact sports like rugby and other challenges to teach life-changing values and lessons, helping individuals re-engage with education or find employment. Heineken wanted to raise money using some of their Rugby ambassadors that incentivise donations with a bungee jump challenge at the European finals in which the higher the donations the higher the bungee. Rugby royalty, Ugo Monye, Nick Easter and Jim Hamilton featured throughout the campaign and helped raise money and awareness.