Levelling the Playing Field: Heineken Commits to Tackling Gender Bias Within Football
With two-thirds of women in football having experienced gender discrimination*, Heineken® is on a mission to evolve its sponsorships in the sport to address the uneven playing field when it comes to gender by highlighting some of the ways that women are unfairly treated.
Heineken®'s first move in correcting the gender bias is to address inaccurate statistics present across the internet that are often the source of the prejudice. In a forward-thinking move that challenges the algorithms and search mechanics of key websites, Heineken® is today unveiling Fresher Football – a new webpage in partnership with GOAL that provides correct responses to the most popular questions asked online about the
The aim of Fresher Football is to encourage search engines and fan sites to recognise, amend and their current information to the accurate answers, regardless of gender.
To achieve this Heineken® is committing to intercepting online searches, buying key AdWords around popular football questions, and correcting the current answers with accurate statistics based on the men's and women's game, allowing female achievements in football to be celebrated and not forgotten.
Link to the Heineken® Fresher Football website: https://www.goal.com/story/fresherfootball/
To further support its mission in tackling inclusivity in football, Heineken® have created a new TVC and Digital campaign, entitled Cheers to All Fans, Men Included, highlighting the misconception that you must be a man to be a football fan. From sneaking to the bathroom during a date and checking the score, to screaming loudly with their friends in the living room, Cheers to All Fans, Men Included features men and women fans throughout, rewriting the stereotype and showing the reality that gender doesn't dictate someone's passion for football.
Link to the Cheers to All Fans, Men Included: https://www.youtube.com/watch?v=0m85z3mzVxQ
In addition to the above acts and ads, Heineken® will be partnering with its first women football ambassador with its partnership with English football legend and broadcaster,
Link to the Alex Scott and
Heineken® has been a partner of the
Please find the high-resolution campaign images and credits here
* Women in Football's biggest ever survey in 2020 about discrimination in the sport (see here)
About Cheers to All Fans, Men Included TVC:
Even with 4 in 10 football fans identifying as women (Statista), there remains an enduring stereotype that football is a sport exclusively for men. Heineken®'s new TVC looks to flip the age-old gender stereotypes on their head, showing female fans enjoying football in ways stereotypically associated with men.
HEINEKEN is the world's most international brewer. It is the leading developer and marketer of premium beer and cider brands. Led by the 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 the business.
HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets. We employ over 85,000 employees and operate breweries, malteries, cider plants and other production facilities in more than 70 countries.
Most recent information is available on HEINEKEN's website: www.theHEINEKENcompany.com and follow us on Twitter via @HEINEKENCorp.
View original content to download multimedia:https://www.prnewswire.com/news-releases/levelling-the-playing-field-heineken-commits-to-tackling-gender-bias-within-football-301539168.html