Heineken’s latest ad campaign celebrates female soccer fans while addressing gender bias within the sport. The campaign, “Cheers to All Fans, Men Included,” features female soccer fans across a variety of teams, ages and ethnicities enjoying the game in bars with a glass of Heineken.

In addition to the video ad, Heineken launched a webpage called Fresher Football to correct commonly asked questions about the UEFA Champions League, which tends to ignore female games and players data. 

Heineken’s latest campaign reflects a growing trend by beverage companies seeking to capitalize on the growing interest in women’s sports. Historically, women have often been overlooked in sports advertising, with the focus primarily placed on male consumers. Heineken has committed to supporting men and women soccer and motorsports.

Source: https://www.marketingdive.com/news/Heineken-football-sports-alex-scott/623266/