In many lives, football commands a central role, but for girls, decades of ingrained sexism have relegated them to the sidelines. This is reflected in a shocking statistic: 65% of European girls struggle to name a female role model in their chosen sport. Heineken, an established sponsor of the UEFA Champions League, recognized its capacity to address this issue. Leveraging its sponsorship, Heineken aimed to champion equality in football, positioning itself as a beacon of inclusivity and diversity.

Women's football has witnessed a surge in popularity, yet it faces a barrage of misogynistic comments. Heineken responded by extending its association with football into the women's game, becoming a founding partner of the UEFA Women's Champions League. The brand sought to make its football sponsorship more meaningful to a broader and younger audience, aiming for a "Fresher Football" culture. The campaign also addressed the prevalence of discrimination against women in football, both on and off the pitch.

Heineken's strategy focused on action rather than mere advertising. They targeted bias in football statistics and perceptions of women's understanding of the game. Through initiatives like the Fresher Football Hub, they provided unbiased statistics and platforms for gender-diverse perspectives. They also launched "Cheers to the Game," a talk show challenging the male-dominated football narrative. Additionally, the "Social Swap" experiment confronted gender bias on social media.

The Fresher Football Hub, developed with Goal.com, provided unbiased statistics and featured articles promoting female empowerment. The "Cheers to the Game" talk show showcased diverse football perspectives, while the "Social Swap" experiment exposed gender bias on social media.

The campaign exceeded expectations, significantly boosting Heineken's Brand Power, Meaning, and Difference metrics across various markets. The Fresher Football Hub garnered substantial traffic, with almost half of visitors being female. The "Cheers to the Game" campaign reached millions of viewers across African markets, while the "Social Swap" experiment generated extensive impressions and engagement.

Heineken's Fresher Football campaign successfully addressed gender bias in football, contributing to a more inclusive football culture. By taking concrete actions to promote equality, Heineken positioned itself as a champion of diversity in football and beyond, embodying the spirit of International Women's Day.