Heineken’s new campaign, which builds on the successful “Fresher Football” platform and aspires to make football more inclusive, is launching the UEFA knockout stages.

Through its mission to transform football into a more positive and inviting environment where people can enjoy playing together, the brand has been trying to level the playing field. Reclaiming this badge of distinction that has been too long linked to bad behaviour in football, this new campaign aims to redefine what it truly means to be a die-hard fan.  

Nabil Nasser, worldwide president of Heineken Brand, said, “There’s a minority of football supporters that can spoil the game for everyone else, giving “hardcore” fans a terrible name. However, those problematic few don’t represent the majority. Our latest campaign puts a clever spin on the cliche of the “hardcore fan,” showcasing what hardcore fandom actually looks like and honouring the vast range of individuals who genuinely love the sport in an eccentric, positive way.

An Australian director named Mark Molloy’s film serves as the centrepiece of the promotion. It embodies the real essence of contemporary football fandom. The charming and humorous movie, which was inspired by true fans, demonstrates how devoted individuals are to their own sport. 

“Heineken has once again demonstrated a strong creative position by putting its remarkable community first and renouncing any self-celebration associated with the brand. The campaign is a tribute to humour, realism, and irreverent creativity, but it’s also a fantastic chance to set the creative viewpoint apart. Viewed through the eyes of its supporters, football presents an intriguing and unexpected story that alters perception. Hardcore football fans are essential to the game because they are excellent conversation starters, powerful socializers, and they honour it with unconventional traditions, inventiveness, and unwavering love, according to Bruno Bertelli, worldwide CEO of Le pub, global CCO of Publicis Worldwide, and CCO of Publicis Groupe Italy. 

The current ambassador Jill Scott MBE, a former Lioness, and captain of the Netherlands men’s national team Virgil van Dijk have teamed up on this next phase of Heineken’s campaign for diversity in football.