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05th Jun 2023

Heineken celebrates real fans at the UWCL final

Callum Boyle


The celebration was a part of the ‘Cheers To All Fans’ campaign

Heineken officially launched ‘Cheers To You’ at the UEFA Women’s Champions League final to celebrate the diversity and passion of women’s football fan culture.

The celebration, which is a part of the brand’s Cheers To All Fans’ campaign, aims to challenge the gender bias around football that claims it is just for men by showcasing supporters of all genders at the UEFA Women’s Champions League final game between FC Barcelona Femení and Vfl Wolfsburg Women.

Women’s football is one of the fastest growing sports in the world and as part of the Heineken campaign to showcase the beautiful game, 16 billboards were displayed in the Dutch city of Eindhoven, with each one displaying a real football fan along with their own personalised headline.


To ensure each photo was as authentic as possible, photos of the fans from Barcelona and Wolfsburg were taken during their Champions League semi-final fixtures, with witty headlines used to challenge stereotypes and enable people to talk about the role of women in football.

Barcelona would go on to win the final at the Philips Stadion, beating the German side 3-2 to claim their second Champions League title.

A brace from Patricia Guijarro brought Barça back level after Wolfsburg went into a two-goal lead thanks to Ewa Pajor and Alexandra Popp before Fridolina Rolfö’s 70th minute winner completed a famous comeback.