Heineken’s new campaign, which builds on the successful “Fresher Football” platform and aspires to make football more inclusive, is launching the UEFA knockout stages.

The company has been working to level the playing field through its objective to make football a more welcoming and friendly atmosphere where individuals can enjoy playing together. This new initiative seeks to redefine what it truly means to be a die-hard football fan by reclaiming this badge of honour that has for far too long been associated with negative behaviour.

Nabil Nasser, worldwide president of Heineken Brand, stated: “There is a minority of football supporters that can ruin the game for everyone else, giving “hardcore” fans a terrible reputation. However, those troublesome few do not represent the majority.

With a clever twist on the concept of the “hardcore fan,” our new commercial celebrates the vast range of individuals who genuinely love and breathe the sport in an upbeat, occasionally odd manner.

An Australian director named Mark Molloy’s film serves as the centrepiece of the promotion. It embodies the real essence of contemporary football fandom. The charming and humorous movie, which was inspired by true fans, demonstrates how devoted individuals are to their own sport.

“Heineken has once again demonstrated a strong creative position by putting its remarkable community first and renouncing any self-celebration associated with the brand. The campaign is a tribute to humour, realism, and irreverent creativity, but it’s also a fantastic chance to set the creative viewpoint apart.

Viewed through the eyes of its supporters, football presents an intriguing and unexpected story that alters perception. Hardcore football fans are essential to the game because they are excellent conversation starters, powerful socializers, and they honour it with unconventional traditions, inventiveness, and unwavering love, according to Bruno Bertelli, worldwide CEO of Le pub, global CCO of Publicis Worldwide, and CCO of Publicis Groupe Italy.

The current ambassador Jill Scott MBE, a former Lioness, and captain of the Netherlands national team Virgil van Dijk have teamed up on this latest phase of Heineken’s campaign for diversity in football.

Jill Scott MBE recalled, “I used to go to The Stadium of Light with my granddad almost every weekend without fail, come rain or shine. But most people don’t picture a teenage girl as a die-hard football fan.” I adore it about the latest Heineken ad. It is playing on people’s preconceived notions of what a true “hardcore” football fan looks like.

“The ‘Real Hardcore’ fans make me proud and grateful as a player,” Virgil van Dijk stated. Regaining this phrase, in my opinion, is crucial because it has negative historical implications that we should eliminate from the game and since no one is a racist by birth.

“I believe that communication between people and education are crucial to bringing about change. I’m delighted Heineken is questioning the idea of what a true fan is in order to demonstrate that there is room for everyone in the game. I hope we can be a part of that transformation.

Heineken has reserved seats for a small group of true hardcore fans who share their tales with us at the UEFA Champions League Final in order to highlight the message of supporting inclusive hardcore fandom. One final weekend experience that will last a lifetime will be given to the victors. Go here to find out more about the competition and how to participate.

A 90-second TVC, as well as crucial images and video capsules posted on Heineken’s and the ambassadors’ social media accounts, will be used to promote the campaign globally.