The 2022/23 football season marked a new era for Heineken, building on our long-standing relationship with UEFA, to take our sponsorship strategy to the next level by adding the Women’s Champions League and Women’s EUROs to our portfolio, beginning our journey to become most inclusive sponsor in football.
When people think of football fans, they traditionally think of men. But the truth is that out of 3.5 billion fans, around 46% are women – but unfortunately, two-thirds of women in football have experienced gender discrimination.
So we decided to celebrate female fans and challenge gender bias in football with a global campaign that would sit across all of our football properties; Cheers to all fans, men included.
This was a campaign of acts, not ads, generating 570 pieces of earned coverage, partnering with trailblazers in the game and positioning Heineken in the centre of the cultural shift that occurred in football during 2022.
