Heineken®’s “Cheers to You” campaign aimed to address the enduring stereotype that football is exclusively a man’s domain, aligning with the brand’s objectives to appeal to Gen Z and champion diversity and inclusivity.
In order to achieve this the campaign spotlighted and celebrated women’s football fans, using authentic stories and images on billboards in Eindhoven during the UWCL final, effectively igniting discussions on the role of women in football. Attendees were also encouraged to engage by creating their own “Cheers to you” visuals.
Noteworthy outcomes include:
Visibility: 414 mentions linked to the Women’s Champions League Final.
Engagement: Achieved 280k interactions across major platforms.
Impressions: Generated potential of over 720M impressions online.
Influence: Leveraged key football influencers, achieving 172k+ additional engagements.
Sentiment: 97% of feedback leaned towards neutral or positive.
Recognition: Heineken® became the leading global sponsor for the UWCL in terms of mentions and engagement.
Heineken®’s strategic commitment to challenge outdated perceptions has fostered deeper connections with audiences and paved the way for future meaningful engagements in sports sponsorship. As encapsulated by Heineken®’s Global PR Lead, JD O’Lone, the brand thrives on the burgeoning support for women’s football, continuously championing fan experiences and inclusivity.
