* Heineken® launches "Cheers To The Real Hardcore Fans", a campaign that

    subverts expectations and redefines what it means to be a "real hardcore
    fan" in an effort to tackle the negative hardcore fan stereotypes to help
    make football more inclusive.
  * Heineken® teams up with new ambassador, Dutch team captain Virgil van Dijk
    alongside former Lioness Jill Scott MBE, to celebrate the modern face of
    football fandom. To announce their ambassador roles Jill and Virgil took
    part in a challenge to spot the 'real hardcore fans' - HERE
    (https://youtu.be/5G9GaKqegJY)
  * The campaign kicks off with a global competition to find the world's most
    dedicated "real hardcore" football fans, with a once-in-a-lifetime
    opportunity to attend the UEFA Champions League Final up for grabs - APPLY
    HERE (http://www.heineken.com/realfansseats)

AMSTERDAM, Feb. 08, 2024 (GLOBE NEWSWIRE) -- Heineken® is kicking off the UEFA knockout stages with its new campaign building on the established 'Fresher Football' platform that aims to make football more inclusive.
The brand has been working to level the playing field by campaigning to make the
sport a more positive and welcoming space to enjoy football together. This new campaign has set its sights on refreshing what it really means to be a hardcore fan, reclaiming this badge of honour that has for too long been associated with negative behaviour in football.
"There's a minority of football fans that can spoil the game for everyone else, giving "hardcore" fans a bad name," says Nabil Nasser, Global Head of Heineken® Brand: "But those problematic few don't represent the majority. Our new campaign
is a witty twist on the "hardcore fan" stereotype, showing instead what hardcore
fandom really looks like, celebrating the diverse group of people who truly live
and breathe the sport in a positive, and sometimes quirky way."
At the heart of the campaign is a film created by Australian director Mark Molloy. It represents the true face of modern football fandom. The comedic and heartwarming film, inspired by real fans, shows the devotion people have to supporting the beautiful game. Click to watch the film: HERE (https://youtu.be/0UW4SyVYzaM).
Virgil van Dijk captain of the Netherlands national men's team alongside existing ambassador Jill Scott MBE, former Lioness have joined forces on this next chapter in Heineken®'s drive for inclusivity in football.
"I used to go to The Stadium of Light with my granddad almost every weekend without fail, come rain or shine," says Jill Scott MBE, "But when you think about what a hardcore football fan looks like, most people don't picture a teenage girl. That's what I love about Heineken®'s new campaign. It's showing you what real football fans look like and playing on people's expectations of who a real 'hardcore' fan is."
Virgil van Dijk said; "The 'Real Hardcore' fans make me proud and appreciative as a player. I think reclaiming this phrase is important, the historic negative connotations are something we need to remove from the game, no one is born a racist, I think the key things to make change are education and communicating with each other. I hope we can be part of that change, that's why I'm glad Heineken® is challenging the perception of what a real fan is to show there is a
place for everyone in the game."
To emphasise the message of supporting inclusive hardcore fandom, Heineken® has set aside seats at the UEFA Champions League Final for a select few real hardcore fans that share their stories with us. The winners will be provided with a once-in-a-lifetime final weekend experience. To learn more about the competition and to get involved, visit: www.heineken.com/realfansseats (http://www.heineken.com/realfansseats)
To learn more about how Heineken® is helping to refresh football perspectives and foster a more positive and inclusive experience for all fans, visit: https://www.heineken.com/realhardcorefans
Editorial information:
Please find the high-resolution campaign images: HERE (https://djeholdingsdrive-
my.sharepoint.com/:f:/g/personal/sebastien-
nicolas_chiffrin_edelman_com/EoajydF2anNJnJBfWzlCgQ4BolsGAQAnukzy4CFVX9AJHg?e=Vh
Cc63)
For more information, please contact: HNKNFootball@edelman.com
(mailto:HNKNFootball@edelman.com)
(About HEINEKEN:)
(HEINEKEN is the world's most international brewer. It is the leading developer
and marketer of premium beer and cider brands. Led by the Heineken® brand, the
Group has a portfolio of more than 300 international, regional, local and
specialty beers and ciders. We are committed to innovation, long-term brand
investment, disciplined sales execution and focused cost management. Through
"Brewing a Better World", sustainability is embedded in the business.)
(HEINEKEN has a well-balanced geographic footprint with leadership positions in
both developed and developing markets. We employ over 85,000 employees and
operate breweries, malteries, cider plants and other production facilities in
more than 70 countries. Heineken N.V. and Heineken Holding N.V. shares trade on
the Euronext in Amsterdam. Prices for the ordinary shares may be accessed on
Bloomberg under the symbols HEIA NA and HEIO NA and on Reuters under HEIN.AS and
HEIO.AS. HEINEKEN has two sponsored level 1 American Depositary Receipt (ADR)
programmes: Heineken N.V. (OTCQX: HEINY) and Heineken Holding N.V. (OTCQX:
HKHHY).)
(Most recent information is available on HEINEKEN's website:
www.theHEINEKENcompany.com (http://www.theHEINEKENcompany.com) and follow us on
Twitter via @HEINEKENCorp.)
A photo accompanying this announcement is available at
https://www.globenewswire.com/NewsRoom/AttachmentNg/b1b80131-58db-44bf-bdf6-
abc95c03d5bd
Videos accompanying this announcement are available at:
https://www.globenewswire.com/NewsRoom/AttachmentNg/b8d642a6-5bbc-46cb-847d-
c6a0db3265ac
(https://www.globenewswire.com/NewsRoom/AttachmentNg/b8d642a6-5bbc-46cb-847d-
c6a0db3265ac)https://www.globenewswire.com/NewsRoom/AttachmentNg/ed629f2e-dc31-
4608-9074-89be51d04278
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