- Heineken® launches “Cheers To The Real Hardcore Fans”, a campaign that subverts expectations and redefines what it means to be a “real hardcore fan” in an effort to tackle the negative hardcore fan stereotypes to help make football more inclusive.
- Heineken® teams up with new ambassador, Dutch team captain
Virgil van Dijk alongside former Lioness Jill Scott MBE, to celebrate the modern face of football fandom. To announce their ambassador roles Jill and Virgil took part in a challenge to spot the ‘real hardcore fans’ - HERE - The campaign kicks off with a global competition to find the world’s most dedicated “real hardcore” football fans, with a once-in-a-lifetime opportunity to attend the UEFA Champions
League Final up for grabs – APPLY HERE
The brand has been working to level the playing field by campaigning to make the sport a more positive and welcoming space to enjoy football together. This new campaign has set its sights on refreshing what it really means to be a hardcore fan, reclaiming this badge of honour that has for too long been associated with negative behaviour in football.
“There’s a minority of football fans that can spoil the game for everyone else, giving “hardcore” fans a bad name,” says
At the heart of the campaign is a film created by Australian director
“I used to go to The Stadium of Light with my granddad almost every weekend without fail, come rain or shine,” says Jill Scott MBE, “But when you think about what a hardcore football fan looks like, most people don’t picture a teenage girl. That’s what I love about Heineken®’s new campaign. It’s showing you what real football fans look like and playing on people’s expectations of who a real ‘hardcore’ fan is.”
To emphasise the message of supporting inclusive hardcore fandom, Heineken® has set aside seats at the UEFA Champions
To learn more about how Heineken® is helping to refresh football perspectives and foster a more positive and inclusive experience for all fans, visit: https://www.heineken.com/realhardcorefans
Editorial information:
Please find the high-resolution campaign images: HERE
For more information, please contact: HNKNFootball@edelman.com
About HEINEKEN:
HEINEKEN is the world's most international brewer. It is the leading developer and marketer of premium beer and cider brands. Led by the Heineken® brand, the Group has a portfolio of more than 300 international, regional, local and specialty beers and ciders. We are committed to innovation, long-term brand investment, disciplined sales execution and focused cost management. Through "Brewing a Better World", sustainability is embedded in the business.
HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets. We employ over 85,000 employees and operate breweries, malteries, cider plants and other production facilities in more than 70 countries.
Most recent information is available on HEINEKEN's website: www.theHEINEKENcompany.com and follow us on Twitter via @HEINEKENCorp.
A photo accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/b1b80131-58db-44bf-bdf6-abc95c03d5bd
Videos accompanying this announcement are available at:
https://www.globenewswire.com/NewsRoom/AttachmentNg/b8d642a6-5bbc-46cb-847d-c6a0db3265ac
https://www.globenewswire.com/NewsRoom/AttachmentNg/ed629f2e-dc31-4608-9074-89be51d04278
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