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03rd May 2022

Heineken launch new campaign to help tackle gender bias in football

Callum Boyle

Heineken gender football

Heineken are doing their best to tackle gender inequality

Heineken have announced that they will be using their platform to help tackle the ongoing issue of gender inequality in football to remind people that football is for everyone.

Having discovered that two-thirds of women in the sport have experienced some form of discrimination, Heineken are working on their sponsorships within football to highlight some of the ways that women are unfairly treated.

One of those areas that Heineken are keen to address are the significant number of unfair statistics posted in relation to the women’s game and have unveiled a new page in collaboration with GOAL known as Fresher Football to provide the correct response to commonly asked questions in the women’s and men’s game about the Champions League.

A new TVC and Digital campaign, named ‘Cheers to All Fans’ has also been introduced, which will also include men in the video while Heineken will also partner with their first female ambassador, Alex Scott, who will feature alongside Thierry Henry in the adverts shown, which is titled ‘The Greatest Goal.’

Following official confirmation, former Arsenal captain Scott said: “What I love about football is that it brings people together from all walks of life.

“Everyone has a right to take part in the sport they love, whether they’re a fan or a player. At the end of the day, sport is sport, and no one should be left out. That’s why I’m excited to work with Heineken to challenge the stereotypes, football should be for everyone.”

Meanwhile Nadine Keßler, UEFA’s Chief of Women’s Football, added: “We are delighted to see our long-standing partner Heineken® taking a bold stance with their campaign to support women’s football.

“UEFA has set up the UEFA Women’s EURO and UEFA Women’s Champions League competitions to not only showcase the best of the women’s game but to engage the next generation of players and fans. Heineken’s campaign will help promote the importance of equality in the sport and we look forward to supporting them with their movement.”

After launching the campaign, Bram Westenbrink, global head of the Heineken brand explained the importance of celebrating all genders in the sport.

“Heineken is a brand for the fans and we’ve always been passionate about bringing people together to celebrate the things they love.

“Now, on our journey to improve inclusivity in football through our sponsorships, we’re committed to ensuring the sport is a safe and welcoming space for everyone.”

You can read more about Heineken’s Cheers to All campaign here.