Heineken® is rolling out a fresh campaign as part of its ‘Fresher Football’ initiative to coincide with the UEFA knockout stages.

This new effort builds on the brand’s commitment to making football more inclusive and enjoyable, fostering an environment where fans can come together through their shared passion for the sport.

The campaign seeks to redefine what it means to be a genuine football fan, moving away from outdated stereotypes associated with negative behavior.

“There’s a small group of football fans who can ruin the experience for everyone else, tarnishing the reputation of ‘hardcоre’ fans,” said Nabil Nasser, Global Head of Heineken® Brand.

“But these few don’t reflect the majority. Our campaign humorously reimagines the ‘hardcоre fan’ stereotype, instead highlighting and celebrating the vibrant, diverse community of fans who embrace the game with positivity and enthusiasm in their own unique ways.”