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Published on Jun 01, 2024 • 5 minutes of reading
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Heineken® cheered Real Die-hard Fans as thousands of fans faced celebratory confetti at the 2024 UEFA Champions League Final Trophy Lift at Wembley
LONDON, June 01, 2024 (GLOBE NEWSWIRE) — Tonight, Heineken® has made way for thousands of ‘real hardcore fans’ to take part in the UEFA Champions League Final Cup celebrations, marking the culmination of the 2024 ‘Cheers To The Real Hardcore Fans’ campaign.
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After the final whistle, Heineken® engineered in a clever way that really immerses all ‘real hardcore fans’ in the celebration of the Trophy. For the first time in the competition’s history, real fans were part of the official Cup lift. Thousands of supporters were immortalized in the celebration by being covered in pieces of biodegradable confetti, which flowed from the sky, symbolizing Heineken.®Committed to pursuing fan inclusion.
This season, Heineken® has reinvented what it means to be a ‘die-hard fan’ by overturning stereotypes and celebrating the diverse tapestry of football supporters around the world. The ‘Hardcore Celebration’ at the UEFA Champions League Final in London marks the peak moment of the season to honor those who go above and beyond to support this great game.
Fans from all over the world take the opportunity to be part of this ‘Hardcore Celebration’ when the team in the final has been decided by sending a selfie to Heineken®campaign microsite. One lucky fan who submitted a picture was chosen to attend the UEFA Champions League Final with a friend.
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After the picture of the face of this enthusiastic fan ‘brushes’ the newly lifted champion on the lift trophy, and the confetti has been removed, the participants will be left with a celebratory photo featuring their own face, including theirs. in the history of the UEFA Champions League for another time, thanks to Heineken®.
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 strange behaviors, rituals, and passion that fans in sports can’t live without. Our campaign celebrates sports with the diverse stories and passions of fans .We are proud to have provided an opportunity like Hardcore Celebration for fans to share their experience and be a part of this unique journey.
Virgil van Dijk, Captain of the Dutch Men’s National Team and Heineken® The campaign ambassador said:
“Celebrating the unifying power of football, Hardcore Celebration is a testament to every fan who cheers, celebrates or cries for a team. Football belongs to everyone, regardless of background, and beliefs. Heineken® celebrate this moment, light up the face of every fan, because we all contribute to the heart and soul of football.
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Heineken® has embodied this ‘real die-hard fan’ message through global TV ads and digital content that show the real stories of real fans: the nuns cheering on their beloved team every Sunday and the fans who patiently wait until 3AM at the airport just to secure it. signature.
To further this message of fan inclusivity, Heineken® launched the competition at the beginning of the knockout stages, giving tickets to the UEFA Champions League Final to fans who share the story of hardcore fans. Heineken® also created the Real Hardcore Fan Club, featuring real stories from fans from around the world, to illuminate the unique spirit that unites real soccer fans around the world.
Heineken® has celebrated real hardcore fans through a series of activities this season, reinforcing the idea that football is for everyone; including LaundroMatch, where Heineken® transformed 24-hour laundromats in Seoul into an all-night meeting place, providing South Korea’s most dedicated football fans with an inclusive alternative to watching UEFA Champions League matches alone. In Peru, Heineken® installed a giant screen outside the tower block overlooking the office, so die-hard fans don’t have to miss UEFA semi-final matches as they are shown during working hours.
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In the Heineken UEFA Champions League final® shows his dedication to the champion of real hardcore fans who show their love for the game in a unique and original way, by highlighting Real Madrid fan Jorge.
Jorge went viral on social media because he was on the lucky phone when his team scored the winning goal in the semifinals. Heineken® is now giving fans of both teams in the final the chance to win their fortune by creating a phone number that will be active for 90 minutes, so they can test Jorge’s luck by calling…
Heineken® will continue to challenge stereotypes by putting real hardcore fans at the center of the football inclusiveness campaign celebrating the modern face of football fandom into the next season.
To learn more about today’s activities, visit: https://www.heineken.com/global/en/confetti
To learn more about how Heineken® help refresh the perspective of football and promote a more positive and inclusive experience for all fans, visit: https://www.heineken.com/realhardcorefans
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Please find high resolution campaign images: here
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For more information, contact: HNKNFootball@edelman.com
About HEINEKEN:
HEINEKEN is the most international brewery in the world. It is a developer and marketer of premium beer and cider brands. Led by Heineken® brand, the Group has a portfolio of more than 300 international, regional, local and specialty beers and ciders. We are committed to innovation, long-term brand investment, disciplined sales execution and focused cost management. Through “Brewing a Better World”, sustainability is embedded in business.
HEINEKEN has a balanced geographic footprint with leadership positions in both developed and developing markets. We employ more than 85,000 people and operate breweries, malthouses, cider mills and other production facilities in more than 70 countries. Heineken NV and Heineken Holding NV trade on Euronext in Amsterdam. Prices for the common stock can be accessed on Bloomberg under the symbols HEIA NA and HEIO NA and on Reuters under HEIN.AS and HEIO.AS. HEINEKEN has two sponsored level 1 American Depositary Receipt (ADR) programs: Heineken NV (OTCQX: HEINY) and Heineken Holding NV (OTCQX: HKHHY).
The latest information is available on the HEINEKEN website: www.theHEINEKENcompany.com and follow us on Twitter via @HEINEKENCorp
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Contact: Thomas Duggan & Senior Account Manager
Company: Edelman
E-mail: HNKNFootball@edelman.com
https://www.heineken.com/global/en/confetti
Photos accompanying this announcement are available at https://www.globenewswire.com/NewsRoom/AttachmentNg/9e3c1f09-8c0e-4270-bdc4-06fae3ffb805
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