As the UEFA knockout stages kick off, Heineken® is raising a toast to the true champions of the game—the real hardcore fans. Building on their renowned ‘Fresher Football’ platform, Heineken® is on a mission to redefine what it means to be a passionate supporter and make football more inclusive for everyone.
Refreshing Football Culture: For too long, the term “hardcore fan” has been associated with negative behaviors in football. Heineken® is determined to change that perception by showcasing the positive side of fandom. Their latest campaign, spearheaded by Australian director Mark Molloy, celebrates the genuine passion and dedication of modern football fans.
Embracing Realness and Inclusivity: With a clear creative stance, Heineken® shifts the focus from brand self-celebration to the extraordinary community of football enthusiasts. The campaign embraces authenticity, playfulness, and irreverent genius, offering a fresh perspective on football through the eyes of its fans.
Championing Diversity: Heineken® has enlisted the support of football icons Virgil van Dijk and Jill Scott MBE to champion inclusivity in the sport. Together, they lead the charge in promoting a more positive and welcoming environment for fans of all backgrounds.
Rewarding True Fandom: To highlight the importance of inclusive hardcore fandom, Heineken® is offering select fans the chance to win seats at the UEFA Champions League Final. These lucky winners will be treated to a once-in-a-lifetime final weekend experience, celebrating their dedication to the beautiful game.
Get Involved: If you’re a real hardcore fan with a story to share, don’t miss out on this incredible opportunity. Visit www.heineken.com/realfansseats to learn more about the competition and join Heineken® in celebrating the spirit of true fandom.
Global Launch: Heineken®’s ‘Cheers to the Real Hardcore Fans’ campaign will be rolled out globally, featuring a 90-second TV commercial, as well as key visuals and video content across social media channels. Join the celebration and raise a glass to the real heroes of football!
