Heineken x Women’s EURO 2022

Change Needed

We set out with the brand ambition in our first year of sponsorship – how can we become the most inclusive sponsor in football, using our UEFA Women’s EURO partnership to create a seminal moment for the women’s game?

The Idea

Heineken’s  ‘Cheers to All Fans. Men Included’ campaign worked as part of our wider commitment to advance inclusivity in the sporting world.

In stadiums we championed female talent with a live performance at the opening game by BBC Radio 1 DJ, Jaguar, whilst throughout the tournament, grassroots female Heineken DJs played to the record-breaking crowds.

As the Final arrived, Heineken opened the only place to be for fans who weren’t at Wembley – the Heineken Greener Bar, our fully sustainable bar offering DJs, Heineken’s, and a live screening of the game with unrivalled atmosphere to 1000+ guests.

And throughout it all, fans in stadium and at fan parties were able to refresh with Heineken Original, 0.0 and Heineken Silver, ensuring everyone could say ‘Cheers!’ to this historical tournament.

Change Made

4.7K tickets and hospitality allocated across tournament

3K Heineken mentions across earned media

2.8M impressions on Heineken’s digital S&E

68K fans at Wembley saw our Jaguar DJ performance

1.8K fans visited the Heineken Greener Bar Final Weekend party