Heineken’s latest campaign in the U.K. celebrates female soccer fans and addresses gender bias in sports. 

Heineken’s latest campaign in the U.K. celebrates female soccer fans and addresses gender bias in sports. The campaign, “Cheers to All Fans, Men Included,” diverges from the usual men-watching-the-game format to show groups of female soccer fans enjoying the match with a glass of Heineken—and even shows some women opting to watch the game instead of spending time with their dates. In addition to the ad, Heineken also launched the site Fresher Football, which aims to highlight the often-overlooked achievements of female athletes in the Union of European Football Associations Champions League. The site will help correct gender biases evident in inaccurate statistics on the internet by influencing algorithms and “convincing search engines and fan sites to correct the information they provide users.” Female sports fandoms are growing increasingly popular despite lack of exposure and funding. YPulse’s recent WE Sports and Athletics report found that 58% of young females consider themselves a sports fan, and that 65% of all young Europeans say that women’s sports are just as interesting as men’s sports. In an effort to tap this market and tip the scales in favor of women’s sports, Heineken has doubled-down on supporting women’s leagues in the EU. Last year, the brand 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 also sponsored the motor racing championship for female drivers. (Maketing Dive)