Heineken® celebrates real hardcore football fans at the UEFA Women's Champions League final

Heineken® gives new insights into the meaning of a “hardcore fan”

To celebrate the UEFA Women's Champions League final on 25 May at the San Mames Stadium in Bilbao, Heineken® is reimagining what it means to be a 'hardcore fan'. In an effort to counter the outdated male stereotypes that come with the term 'hardcore fan', we are focusing on the true face of modern football fans in both men's and women's UEFA competitions, because women can be just as positively obsessed with the beautiful game.

To put real fans front and centre this season, we've created the Real Hardcore Fan Club to share heartwarming and often quirky stories of passionate fans challenging the status quo to make football more inclusive for all. From nuns singing for their team on Sundays to pets (and people!) named after football legends, the hardcore fans aren't all you think.

“It makes me so happy that women's football is growing so quickly, that there are more and more female players, that there are more and more female fans and that public opinion about the sport is changing. That's why I love how Heineken® is using its weight in the football world to bring about positive change and make the space accessible to all fans, no matter who they are.”

JILL SCOTT MBE, FORMER LIONESS AND HEINEKEN® FOOTBALL AMBASSADOR

To support the call for inclusivity in football, Heineken® is leveraging its 30+ year partnership with UEFA to create a level playing field for all football fans by addressing the issues that prevent them from having an enjoyable and inclusive experience.

Since becoming a sponsor of the UEFA Women's Champions League in 2021, we have continually sought to challenge stereotypes and exclusionary behaviour that says football is only for men, from our 2023 campaign ‘Cheers To All Fans… Men Included’ to ‘Cheers To The Real Hardcore Fans’ this year.

To reinforce this message, Heineken® has launched 'The Social Swap', which highlights and addresses gender discrimination in football by tackling online toxicity. We asked former players and pundits Jill Scott MBE and Gary Neville to secretly switch their social media accounts to prove they are being unfairly judged based on their gender.

“It is a real privilege to present campaigns that champion women’s football and celebrate the diverse group of people who call themselves hardcore fans. We are proud to be driving forward one of today’s fastest growing sports and we will continue to break down stereotypes to show that there is a place in the game for everyone who lives and breathes the sport.”

NABIL NASSER, GLOBAL HEAD OF HEINEKEN® BRAND

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