With sponsorship, Heineken encourages equality in sport

The brand, official sponsor of the UEFA competitions, this year resumes the campaign “A toast to all the fans. Including men.”, which questions gender stereotypes

Tell them it’s them! The time has come for women to shine in football in the UEFA Women’s Champions League, and once again, they will have a strong partnership. Heineken, official sponsor of UEFA competitions, including the UEFA Champions League, for the 17th consecutive year, continues to strengthen the movement for gender inclusion in football and will sponsor the exclusive broadcast in Brazil of all games in Portuguese.

The brand resumes the campaign “A toast to all fans. Even men.”, created by the Publicis Italia agency. Extolling the fans’ passion, the advertising film will be shown on digital channels and on television. In addition, Heineken will also continue to feed the Fresher Football website, launched in 2022, with updated data from UEFA competitions, including important figures for women’s football, which reinforces the importance and protagonism of women and their teams in the history of the sport. .

This year, the brand has expanded the agreement signed in 2022 with Footballco and DAZN, the official global broadcast of the competition, and will sponsor from the qualifiers to the championship finals. Next season, the sponsorship will also be extended to broadcast the group stage.

Gender equality

Heineken has been a UEFA Women’s Champions League partner since 2021, when it made the decision to mirror its men’s and women’s sponsorships in football and motorsport. According to the senior marketing manager at Heineken in Brazil, Beatrice Jordão, the brand wants to break the paradigm that only men can enjoy football.

“Our commitment to gender inclusion in sport is not one-off. This is a topic that cannot be forgotten. Many changes have already taken place, but we still have a journey to go in terms of breaking down gender stereotypes in football. As a brand, Heineken’s role is to contribute to a more inclusive world, which directly involves this cause. UEFA women’s league games had record attendances last year, which shows the importance of all women involved in this process, from fans to players and coaching staff,” she explains.

For Footballco, Heineken’s support in promoting women’s football is essential, and helps to create more and more spaces for women in sport, as stated by Footballco’s director of sales and partnerships in Brazil, Vanessa Monteiro.

“Footballco has been expanding coverage of women’s football to give the sport the visibility it deserves. Having a brand like Heineken, which is already consolidated in men’s football, engaged in a project like Fresher Football and in UWCL broadcasts, on DAZN, is fundamental for the growth of women’s sport”, she comments.

Watch the full campaign film below.

Stay tuned to Adnews on Instagram and LinkedIn! For us, leaving the obvious is as obvious as creating and transforming.

The post With sponsorship, Heineken encourages equality in sport appeared first on ADNEWS.