Skip to content
Search
AI Powered
Latest Stories

Heineken campaign offers tickets to Champions League final for ‘real hardcore’ fans

Heineken campaign offers tickets to Champions League final for ‘real hardcore’ fans

Heineken has launched a new campaign in time for the UEFA knockout stages, building on the established ‘Fresher Football’ platform that aims to make football more inclusive.

The campaign kicks off with a global competition to find the world’s most dedicated ‘real hardcore’ football fans, with a once-in-a-lifetime opportunity to attend the UEFA Champions League Final up for grabs.


The campaign has set its sights on refreshing what it really means to be a hardcore fan, reclaiming this badge of honour that has for too long been associated with negative behaviour in football.

“There’s a minority of football fans that can spoil the game for everyone else, giving ‘hardcore’ fans a bad name,” says Nabil Nasser, global head of Heineken Brand.

“But those problematic few don’t represent the majority. Our new campaign is a witty twist on the ‘hardcore fan’ stereotype, showing instead what hardcore fandom really looks like, celebrating the diverse group of people who truly live and breathe the sport in a positive, and sometimes quirky way.”

At the heart of the campaign is a film created by Australian director Mark Molloy. The comedic and heartwarming film, inspired by real fans, shows the devotion people have to supporting the beautiful game.

Virgil van Dijk captain of the Netherlands national men’s team alongside existing ambassador Jill Scott, former Lioness , have joined forces on this next chapter in Heineken’s drive for inclusivity in football.

“I used to go to The Stadium of Light with my granddad almost every weekend without fail, come rain or shine,” Scott said.

“But when you think about what a hardcore football fan looks like, most people don’t picture a teenage girl. That’s what I love about Heineken’s new campaign. It’s showing you what real football fans look like and playing on people’s expectations of who a real ‘hardcore’ fan is.”

Virgil van Dijk said: “The ‘Real Hardcore’ fans make me proud and appreciative as a player. I think reclaiming this phrase is important, the historic negative connotations are something we need to remove from the game, no one is born a racist, I think the key things to make change are education and communicating with each other. I hope we can be part of that change, that’s why I’m glad Heineken is challenging the perception of what a real fan is to show there is a place for everyone in the game.”

To emphasise the message of supporting inclusive hardcore fandom, Heineken has set aside seats at the UEFA Champions League final for a select few real hardcore fans that share their stories with us. The winners will be provided with a once-in-a-lifetime final weekend experience.

More for you

Pick n Mix Station

Hancocks launches new Pick N Mix brand

Leading confectionery wholesaler Hancocks has launched a new brand, showcasing the best of pick and mix.

Pick n Mix Station is a new range of bulk bags containing different mixes of customers' favourite pick and mix treats, offering great value for retailers and their customers.

Keep ReadingShow less
World of Sweets unveils new popping candy range from Warheads

World of Sweets unveils new popping candy range from Warheads

Confectionery distributor World of Sweets has revealed the latest novelty product from America’s leading sour candy brand Warheads.

The new offering is part of their plans to bring more of America’s much-loved sour flavours to UK customers.

Keep ReadingShow less
Carlsberg Christmas jumpers

Carlsberg unveils limited edition Christmas jumpers in unique ‘knit reveal’ campaign

Carlsberg have revealed their new, limited edition Christmas jumpers – in a Home knit and Away knit.

This social-first campaign puts a twist on the traditional football kit launch with a world-first ‘knit launch’ as the country gears up for Christmas. These special jumpers feature the iconic Carlsberg logo and hop leaf as the ‘club badge’ for a fabulous celebration of the brand’s strong links to football, as well as of all things festive.

Keep ReadingShow less
Boost Energy Drinks Can

Boost Drinks unveils 500ml cans in Energy range

Boost Drinks has announced the exciting introduction of 500ml cans to its Energy range launching in Original, Sugar Free Original and Red Berry varieties at just £1.

Leveraging its standing as the third largest brand in Energy Stimulation, Boost expands on its hugely successful 250ml energy range with the new, larger 500ml cans. 500ml is the largest energy drinks size and is worth a huge £745m - enjoying 13 per cent YoY growth, offering even bigger profits for retailers.

Keep ReadingShow less
Troye Sivan

Smirnoff announces new global partnership with Troye Sivan

Smirnoff brings in Troye Sivan as ‘Chief Vibes Officer’ in new global campaign

Leading vodka brand Smirnoff has announced the appointment of Grammy-nominated global star Troye Sivan as its new Chief Vibes OFFicer (CVO), marking the start of a new multi-year partnership with the Australian singer-songwriter.

One of the most celebrated artists in popular culture today, Sivan has just completed the much anticipated ‘Sweat’ tour alongside friend, artist and frequent collaborator Charli XCX, and is about to embark on the Australia and New Zealand leg of his global solo tour, following the release of his hit 2023 album, ‘Something to Give Each Other’.

Keep ReadingShow less