Heineken® Says “Cheers To The Real Hardcore Fans,” – But They Aren’t Who You Think

  • 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


[img]http://phpstack-911252-3168991.cloudwaysapps.com/api/ImageRender/DownloadFile?resourceId=b1b80131-58db-44bf-bdf6-abc95c03d5bd&size=3[/img]

AMSTERDAM, Feb. 08, 2024 (GLOBE NEWSWIRE) -- Heineken® is kicking off the UEFA knockout stages with its new campaign building on the established ‘Fresher Football’ platform that aims to make football more inclusive.

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 Nabil Nasser, Global Head of Heineken® Brand: “But those problematic few don’t represent the majority. Our new campaign is a witty twist on the “hardcore fan” stereotype, showing instead what hardcore fandom really looks like, celebrating the diverse group of people who truly live and breathe the sport in a positive, and sometimes quirky way.”

At the heart of the campaign is a film created by Australian director Mark Molloy. It represents the true face of modern football fandom. The comedic and heartwarming film, inspired by real fans, shows the devotion people have to supporting the beautiful game. Click to watch the film: HERE.

Virgil van Dijk captain of the Netherlands national men’s team alongside existing ambassador Jill Scott MBE, former Lioness have joined forces on this next chapter in Heineken®’s drive for inclusivity in football.

“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.”

Virgil van Dijk said; “The ‘Real Hardcore’ fans make me proud and appreciative as a player. I think reclaiming this phrase is important, the historic negative connotations are something we need to remove from the game, no one is born a racist, I think the key things to make change are education and communicating with each other. I hope we can be part of that change, that’s why I’m glad Heineken® is challenging the perception of what a real fan is to show there is a place for everyone in the game.”

To emphasise the message of supporting inclusive hardcore fandom, Heineken® has set aside seats at the UEFA Champions League Final for a select few real hardcore fans that share their stories with us. The winners will be provided with a once-in-a-lifetime final weekend experience. To learn more about the competition and to get involved, visit: www.heineken.com/realfansseats

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. Heineken N.V. and Heineken Holding N.V. shares trade on the Euronext in Amsterdam. Prices for the ordinary shares may be accessed on Bloomberg under the symbols HEIA NA and HEIO NA and on Reuters under HEIN.AS and HEIO.AS. HEINEKEN has two sponsored level 1 American Depositary Receipt (ADR) programmes: Heineken N.V. (OTCQX: HEINY) and Heineken Holding N.V. (OTCQX: HKHHY).

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


Heineken® Says “Cheers To The Real Hardcore Fans,” – But They Aren’t Who You Think

TIN LIÊN QUAN

Haikenen? Aineken? Heineken®? Spelling it correctly won’t create good times, but the world’s most international beer brand knows what can

[img]http://phpstack-911252-3168991.cloudwaysapps.com/api/ImageRender/DownloadFile?resourceId=e5890685-6de4-4f50-97e0-18df342c03d9&size=3[/img]

Best Lawyers Publishes the 2023 Best Lawyers: Real Estate

The 2023 Best Lawyers: Real Estate and Infrastructure Publication is available online at www.bestlawyers.com now and showcases the expertise and thought...

Axi launches Axi Select, a pioneering all-inclusive capital allocation programme offering skilled traders funding of up to $1,000,000 USD

[img]http://phpstack-911252-3168991.cloudwaysapps.com/api/ImageRender/DownloadFile?resourceId=d50c2d41-8931-47bd-9b0f-6a5572fb88e4&size=3[/img]

Heineken® tổ chức đại tiệc thế giới kỷ niệm cột mốc 150 năm mang lại khoảnh khắc tuyệt vời, ghi nhận hàng trăm cách gọi tên độc đáo trên toàn thế giới

[img]http://phpstack-911252-3168991.cloudwaysapps.com/api/ImageRender/DownloadFile?resourceId=e5890685-6de4-4f50-97e0-18df342c03d9&size=3[/img]

THỦ THUẬT HAY

7 điều phải nghĩ trước khi dùng Windows 8

Hệ điều hành mới nhất của Microsoft, Windows 8, dường như đã ở ngay ngoài cửa mỗi người dùng công nghệ. Hãy tự cân nhắc xem bạn mong đợi gì khi dùng Windows 8 và đã đến lúc thay đổi hay chưa.

Cách tải ảnh từ iCloud về máy tính không cần iPhone, iPad

iCloud là kho lưu trữ dữ liệu 'trên mây' rất tiện dụng dành cho người dùng iPhone, iPad. Thủ thuật sau đây của chúng tôi giúp bạn tải hình ảnh video trên iCloud về máy tính mà không cần thông qua iPhone.

Dùng USB làm bộ nhớ RAM ảo cho máy tính có tốt không?

Thủ thuật dùng USB làm RAM ảo cho máy tính để tăng tốc và cải thiện hiệu suất máy tính chỉ nên là một giải pháp tình thế, tạm thời. Tại sao?

5 điều cần xử lý lập tức khi bị mất iPhone nếu bạn không gặp nguy hiểm

Mất iPhone khiến bạn lo lắng mọi dữ liệu, thông tin cá nhân bị đánh cắp. Bạn đừng quá lo lắng, bình tĩnh lại và thực hiện các điều cần xử lý dưới đây ngay lập tức để kẻ gian không thể xâm nhập vào điện thoại của bạn.

Cách đơn giản giúp trang trí iPhone đẹp lung linh dịp Giáng Sinh và năm mới 2018

Noel sắp đến rồi, không khí Giáng Sinh ở khắp nơi xung quanh chúng ta. Nhằm giúp giáng sinh thêm phần thú vị, bài viết sau sẽ giúp các bạn trang trí chiếc iPhone của mình theo phong cách Giáng Sinh.

ĐÁNH GIÁ NHANH

Đánh giá camera của điện thoại chụp ảnh đẹp giá rẻ Galaxy J5 Prime

Galaxy J5 Prime là chiếc điện thoại chụp ảnh đẹp giá rẻ tiếp theo của Samsung được giới thiệu trong năm nay.

Đánh giá giao diện Amigo UI trên Gionee S5.5: đơn giản, tiện dụng, nhiều công cụ hữu ích

Amigo UI là giao diện đặc trưng của các smartphone Gionee, và tất nhiên nó cũng xuất hiện trên model Gionee Elife S5.5.

Đánh giá giao diện ZenUI trên Asus Zenfone Go và Go Plus: Nhẹ nhàng, tiện lợi và tùy biến cao.

Đánh giá giao diện người dùng trên Asus ZenFone Go, smartphone có thiết kế trẻ trung và giá bán rất vừa túi tiền với đại bộ phân người dùng Việt Nam.