Sunday, June 2, 2024
Heineken has innovated a unique way for thousands of dedicated football enthusiasts to engage directly in the UEFA Champions League Final Trophy festivities, epitomizing the climax of the ‘Cheers To The Real Hardcore Fans’ 2024 initiative.
As the game concluded, Heineken introduced an ingenious method allowing ardent fans to truly partake in the Trophy celebration. In an unprecedented move, fans became integral to the official Trophy presentation, with their likenesses embedded in eco-friendly confetti that rained down, illustrating Heineken®’s pledge to promote fan involvement.
This year, Heineken® redefined what it means to be a dedicated fan by challenging existing stereotypes and honoring the global community of football fans. The ‘Hardcore Celebration’ at the UEFA Champions League Final in London represented the zenith of a season dedicated to those who passionately support the sport.
Global fans seized the opportunity to join this celebration by submitting a selfie on Heineken®’s campaign microsite after the finalists were announced. A fortunate fan who sent in their picture won the chance to witness the UEFA Champions League Final in person with a friend.
Nabil Nasser, Global Head of Heineken® Brand said:
“Tonight captures the essence of our campaign, championing fan inclusion and diversity. It’s about the unique, sometimes quirky behaviours, the rituals, and the unwavering passion that fans bring to the sport. Our campaign celebrates the sport with its diverse stories and passions of our fans. We are proud to have provided opportunities like the Hardcore Celebration for fans to share their experiences and be part of this unique journey.”
Virgil van Dijk, Captain of the Netherlands National Men’s Team and Heineken® campaign Ambassador said:
“Celebrating football’s unifying power, the Hardcore Celebration is a testament to every fan who’s cheered, celebrated or shed a tear for their team. Football belongs to everyone, transcending backgrounds, and beliefs. Heineken® celebrates this moment, spotlighting each fan’s face, because we all contribute to football’s heart and soul.”
The celebration saw the fans’ images symbolically interacting with the new champions during the Trophy presentation. Once the confetti settled, participants received a photo of the celebration featuring their face, immortalizing them in UEFA Champions League lore forever, courtesy of Heineken®.
Heineken® conveyed this theme of genuine dedication through a worldwide TV advertisement and digital narratives showcasing real fans, such as nuns who sing hymns for their team every Sunday and supporters who stayed up until 3AM at an airport to get an autograph.
To advance this theme of inclusivity, Heineken® initiated a contest early in the knockout stages, awarding UEFA Champions League Final tickets to those who shared their die-hard fan tales. Heineken® also established the Real Hardcore Fan Club, spotlighting genuine stories from fans globally, underscoring the passion that unites true football aficionados.
Throughout this season, Heineken® has celebrated authentic fandom with various events, promoting the message that football welcomes all. This included turning laundromats in Seoul into round-the-clock gathering spots with the LaundroMatch, and mounting a large screen on a Peruvian office building so fans wouldn’t miss semi-final matches during work hours.
At the UEFA Champions League Final, Heineken® is committed to showcasing fans who express their love for the game in unique and genuine ways, featuring Real Madrid supporter Jorge, who became a social media sensation for being on a fortuitous call when his team clinched a victory in the semi-final. Heineken® is now offering fans a chance to share in Jorge’s luck by making a call during the 90-minute game.
Heineken® is set to continue breaking molds by placing real hardcore fans at the heart of its football inclusivity campaigns, celebrating the evolving landscape of football fandom into the upcoming season.
Sunday, June 2, 2024
Saturday, June 1, 2024
