The UEFA knockout stages will be introduced by Heineken’s new campaign, which builds on the famous “Fresher Football” platform and strives to make football more inclusive.

Virgil van Dijk celebrates the Heineken relationship, facilitated by the newly founded Quattro Sports Group – SportsPro.The company has attempted to level the playing field in order to make football a more inviting and enjoyable game in which everyone may participate. This new effort seeks to reclaim this badge of distinction, which has long been associated with negative behaviour, in order to redefine what it means to be a true football fan.

“There is a minority of football supporters that can ruin the game for everyone else, giving “hardcore” fans a terrible reputation,” said Nabil Nasser, president of Heineken Brand globally. But those unsettling few do not speak for the majority.

Our most recent advertisement, which brilliantly reinterprets the concept of the “hardcore fan,” recognises the diverse range of people who genuinely love and live the sport in a pleasant, sometimes funny manner.

The advertising campaign centres on a film directed by Mark Molloy, an Australian. It encapsulates the essence of modern football fanaticism. Inspired by true fans, this sweet and amusing short demonstrates how dedicated people can be to their beloved sport.

Heineken has once again demonstrated its strength as a creative force by avoiding any self-celebration associated with the brand and instead focussing on its exceptional community. In addition to providing an excellent opportunity to differentiate the creative point of view, the advertising honours humour, reality, and irreverent inventiveness.

When football is viewed through the eyes of its supporters, it presents an unusual and interesting story that shifts people’s viewpoints. According to Bruno Bertelli, global CEO of Le pub, global CCO of Publicis Worldwide, and CCO of Publicis Groupe Italy, ‘hardcore football fans are essential to the game because they are excellent conversation starters, powerful socialisers, and they honour it with unconventional rituals, inventiveness, and unwavering love’.

Current ambassador Jill Scott MBE has linked up with former Lioness and Netherlands national team captain Virgil van Dijk for the next chapter of Heineken’s campaign for diversity in football.

“I used to go to The Stadium of Light with my granddad almost every weekend without fail, come rain or shine,” remembered Jill Scott MBE. However, most people don’t think of teenage girls as ardent football fans. I’m in love with the newest Heineken commercial. It capitalises on stereotypes about what a real “hardcore” football fan looks like.

As a player, Virgil van Dijk said, “I’m proud and thankful of the ‘Real Hardcore’ fans.” Since no one is a racist by birth, I believe that regaining this phrase is essential since it has harmful historical connotations that we should remove from the game.
“I think that the key to bringing about change is education and interpersonal communication. I’m happy that Heineken is challenging the notion of what a true fan is in order to show that there is space in the game for everyone. I’m hoping that we can contribute to that change.

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To promote the concept of promoting inclusive hardline fandom, Heineken has reserved tickets for a select few true hardcore supporters who will share their tales with us at the UEFA Champions League Final. The victors will have one last weekend experience that they will not forget. Click here for more information about the competition and how to enter.

The campaign will be marketed globally through a 90-second television commercial and key images and video capsules shared on Heineken’s and the ambassadors’ social media profiles.