Heineken is launching a new campaign during the UEFA knockout stages, building on the success of its “Fresher Football” initiative to promote inclusivity in the sport. The campaign seeks to redefine the notion of a “hardcore fan,” traditionally associated with negative behavior, by celebrating the diverse and positive contributions of football enthusiasts.
Directed by Mark Molloy, the campaign’s film captures the genuine spirit of contemporary football fans with charm and humor, inspired by real-life supporters. Heineken’s global president, Nabil Nasser, underscores the company’s commitment to fostering a welcoming football environment, moving away from the negative stereotypes of hardcore fans.
The initiative features ambassadors like Virgil Van Dijk and Jill Scott MBE to challenge existing stereotypes and promote a more inclusive and positive image of football fandom. Through a 90-second TV commercial and extensive social media content, Heineken aims to engage a global audience in celebrating the diverse faces of football passion.
