Ford Portugal is the official sponsor of the UEFA Champions League. They are bringing the final game to Lisbon next year. Instead of just celebrating the sponsorship, they turned it into a fun "search for the next champion" challenge.
They placed the cup in a busy part of the city to see if anyone could lift it Excalibur-style. But not just anyone could lift it. Only kids could, thanks to some electromagnetic controls.
One tends to be suspicious of such case studies as being fabricated, but the scared look on some of the kids at the end shows the authenticity of the stunt.