Heineken® is launching a new campaign in line with its ‘Fresher Football’ platform to mark the start of the UEFA knockout stages.

This initiative continues the brand’s efforts to make football a more inclusive and enjoyable experience for everyone, striving to create a welcoming environment where fans can unite in their love for the game.

The campaign aims to redefine the essence of true football fandom, reclaiming the identity of a “real fan” from the outdated stereotypes tied to negative behavior.

“There’s a minority of football fans that can spoil the game for everyone else, giving ‘hardcоre’ fans a bad nаme,” said Nabil Nasser, Global Head of Heineken® Brand.

“But those problematic few don’t represent the majority. Our new campaign takes a humorous approach to challenging the ‘hardcоre fan’ stereotype, instead celebrating the diverse community of fans who are passionately and positively connected to the sport—often in unique and unexpected ways.”

At the heart of the campaign is a film directed by Australian filmmaker Mark Molloy, capturing the modern spirit of football fandom.