Heineken is launching a new campaign during the UEFA knockout stages, building upon the successful “Fresher Football” initiative to foster inclusivity in football. The campaign aims to redefine the concept of a “hardcore fan,” traditionally associated with negative behaviors, by celebrating a diverse range of football enthusiasts. It highlights the positive contributions of dedicated supporters who enrich the game through their unique traditions and unwavering passion.

The campaign features a film directed by Mark Molloy that portrays the authentic essence of modern football fandom with charm and humor, inspired by real fans. Heineken’s global president, Nabil Nasser, emphasizes their commitment to creating a welcoming football atmosphere, distancing themselves from the negative stereotype of hardcore fans.

The initiative also partners with ambassadors like Virgil van Dijk and Jill Scott MBE to challenge stereotypes about football fandom, promoting a more inclusive and positive image. 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.