In a new campaign, the brand wants to exalt the passion of women for football
In a new campaign, Heineken questions gender stereotypes within football in the film “A toast to all fans. Including men”, which exalts the passion of the cheerleaders.
The brand says that the direction taken in the campaign, together with the sponsorship of UEFA women’s competitions, aims to contribute to changing a worrying reality: at least two thirds of women working in the football industry claim to have already suffered some type of discrimination. of gender, according to a survey carried out by the Sports Marketing Surveys.
In addition to the film, the brand created a website called Fresher Football with up-to-date data from UEFA’s top club competition including numbers from the UEFA Women’s Champions League, thus reinforcing the importance and role of women and women’s teams in the history of the tournament and the sport.
The initiative wants to encourage search engines and fan sites to notice the problem and update their information, disclosing complete and correct data, regardless of gender.
