Heineken is sponsoring three major women’s football and motorsport leagues and events in Europe.

Heineken is sponsoring three major women’s football and motorsport leagues and events in Europe. The brand has signed up as an official partner of the Union of European Football Associations Women’s Champions League as well as its 2022 and 2025 Women’s championships, and will also sponsor the international single-seater motor racing championship for female drivers, W Series. With beer still largely considered a “boys’ club,” Heineken’s move to support women’s leagues aligns with young consumers’ desire to see more diversity in sports. When we asked Gen Z and Millennials in the U.S. what they would change about sports, their number two answer was “more diversity/inclusivity/equality,” with female sports fans calling out gender inequality. “Men’s sports get far more attention than women’s sports,” one 14-year-old female respondent told us. “That’s all just the design of the system, deep-rooted ideas about what’s manly and what’s ladylike. It undermines capable female athletes.” In addition to supporting female athletes, Heineken’s partnership will provide fans with digital and IRL activations. (Sport Industry Biz)