Country for PR: United Kingdom
Contributor: PR Newswire Europe
Wednesday, May 04 2022 - 17:00
Levelling the Playing Field: Heineken Commits to Tackling Gender Bias Within Football
AMSTERDAM, May 4, 2022 /PRNewswire-AsiaNet/ --

Today Heineken(R) revealed a new direction for its sponsorship in football, 
making its entire football campaign across both the men's and women's game 
about tackling gender bias affecting both players and fans of the sport.

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With two-thirds of women in football having experienced gender discrimination*, 
Heineken(R) is on a mission to evolve its sponsorships in the sport to address 
the uneven playing field when it comes to gender by highlighting some of the 
ways that women are unfairly treated.

Heineken(R)'s first move in correcting the gender bias is to address inaccurate 
statistics present across the internet that are often the source of the 
prejudice. In a forward-thinking move that challenges the algorithms and search 
mechanics of key websites, Heineken(R) is today unveiling Fresher Football – a 
new webpage in partnership with GOAL that provides correct responses to the 
most popular questions asked online about the UEFA Champions League, where 
answers tend to overlook key data around the women's game.

The aim of Fresher Football is to encourage search engines and fan sites to 
recognise, amend and their current information to the accurate answers, 
regardless of gender.

To achieve this Heineken(R) is committing to intercepting online searches, 
buying key AdWords around popular football questions, and correcting the 
current answers with accurate statistics based on the men's and women's game, 
allowing female achievements in football to be celebrated and not forgotten.

Link to the Heineken(R) Fresher Football website:

To further support its mission in tackling inclusivity in football, Heineken(R) 
have created a new TVC and Digital campaign, entitled Cheers to All Fans, Men 
Included, highlighting the misconception that you must be a man to be a 
football fan. From sneaking to the bathroom during a date and checking the 
score, to screaming loudly with their friends in the living room, Cheers to All 
Fans, Men Included features men and women fans throughout, rewriting the 
stereotype and showing the reality that gender doesn't dictate someone's 
passion for football.

Link to the Cheers to All Fans, Men Included: 

In addition to the above acts and ads, Heineken(R) will be partnering with its 
first women football ambassador with its partnership with English football 
legend and broadcaster, Alex Scott. Scott, who was a part of Arsenal's 2007 
UEFA Women's Cup winning team, will feature within Heineken(R)'s marketing 
collateral alongside current brand ambassador, Thierry Henry to promote the 
importance of equality within the sport.

Link to the Alex Scott and Thierry Henry video called 'The Greatest Goal': 

Alex Scott, Heineken(R) Ambassador says: "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(R) to challenge the stereotypes, football should be for 

Bram Westenbrink, Global Head Heineken(R) Brand, says: "Heineken(R) 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."

Nadine Kessler, UEFA's Chief of Women's Football, says: "We are delighted to 
see our long-standing partner Heineken(R) 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(R)'s campaign will help promote the importance of equality in the 
sport and we look forward to supporting them with their movement."

Heineken(R) has been a partner of the UEFA Women's Champions League and UEFA 
Women's EUROs since 2021, when the brand made the decision to mirror its men's 
and women's sponsorships across both football and motorsport.

Editorial information:

Please find the high-resolution campaign images and credits here ( )

* Women in Football's biggest ever survey in 2020 about discrimination in the 
sport (see here ( ))

About Cheers to All Fans, Men Included TVC:

Even with 4 in 10 football fans identifying as women (Statista ( )), there remains an enduring stereotype that football 
is a sport exclusively for men. Heineken(R)'s new TVC looks to flip the age-old 
gender stereotypes on their head, showing female fans enjoying football in ways 
stereotypically associated with men.


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(R) 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. 

Most recent information is available on HEINEKEN's website: and follow us on Twitter via @HEINEKENCorp.
SOURCE Heineken