Heineken launched a new program to tackle gender discrimination in soccer, something two-thirds of women in soccer say they have experienced.
Heineken’s first move is to address inaccurate statistics present across the internet that are often the source of the prejudice. In a forward-thinking move that challenges the algorithms and search mechanics of key websites, Heineken is today unveiling Fresher Football – a new webpage in partnership with GOAL that provides correct responses to the most popular questions asked online about the UEFA Champions League, where answers tend to overlook key data around the women’s game.
The aim of Fresher Football is to encourage search engines and fan sites to recognize and amend their current information to the accurate answers, regardless of gender.
To achieve this Heineken is committing to intercepting online searches, buying key AdWords around popular football questions, and correcting the current answers with accurate statistics based on the men’s and women’s game, allowing female achievements in football to be celebrated and not forgotten.
To further support its mission in tackling inclusivity in football, Heineken have created a new TVC and Digital campaign, entitled Cheers to All Fans, Men Included, highlighting the misconception that you must be a man to be a football fan. From sneaking to the bathroom during a date and checking the score, to screaming loudly with their friends in the living room, Cheers to All Fans, Men Included features men and women fans throughout, rewriting the stereotype and showing the reality that gender doesn’t dictate someone’s passion for football.
Heineken has been a partner of the UEFA Women’s Champions League and UEFA Women’s EUROs since 2021, when the brand made the decision to mirror its men’s and women’s sponsorships across both football and motorsport.