Heineken launched a joint women’s sport sponsorship initiative spanning football and motorsport in late August in the form of an integrated campaign called ‘Three More Reasons To Cheer’.
Leveraging its new partnerships with the UEFA Women’s Champions League, UEFA Women’s EURO 2022 and 2025 tournaments and the single-seater W Series – which expand the brand’s existing official partner footprint in the two sports – the activation seeks to bring fans together through world-class women’s sports emphasising the hope, excitement, suspense and celebration.
Introduced through an online video posted across the beer brand’s digital and social channels from 26 August, the activation will blend sport, advertising, ambassador, sampling and experiential initiatives with property-relevant content and exclusive DJ sets and a focus on its alcohol-free Heineken 0.0 brand.
The announcement film features Heineken ambassadors Thierry Henry and David Coulthard, alongside Pernille Harder, Melanie Leupolz, Jamie Chadwick and Naomi Schiff and it seeks to capture the shared magic, drama and excitement of the sports.
“We are committed to delivering great shared moments to consumers all over the world and our sponsorships are exciting platforms to connect with fans through their passions and enhance their experiences,” explained Heineken Global Brand Director Bram Westenbrink. “By extending our partnerships in football and motorsport to include W Series, UEFA Women’s Champions League and UEFA Women’s EURO 2022 and 2025, we are enabling more thrilling experiences for all.”
Julia George, Global Sponsorship Manager for Heineken, added: “Our multi-year deals with W Series, UEFA Women’s Champions League and UEFA Women’s EURO 2022 and 2025 enable us to create even more world-class experiences to enhance the sports that fans love. And we know that fan passion is not determined by gender, but by coming together over the love for the sport and the world class athletes. That’s why we are proud to announce extensions to our partnerships in football and motorsport.”
UEFA Women’s Football Head commented Nadine Kessler: “We are delighted to expand our fantastic 25-year relationship with Heineken through to the UEFA Women’s Champions League and UEFA Women’s EURO 2022 and 2025. This expansion demonstrates Heineken’s continued commitment to being an advocate and supporter of the whole of European football, women’s and men’s, and the amazing fans, players and coaches who make these tournaments so special.”
While W Series CEO Catherine Bond-Muir said: “This partnership marks another exciting step forward for W Series and our mission to further the interests and prospects of female racing drivers. Heineken’s commitment to supporting us shows how W Series is going from strength to strength enhancing the way our fans watch racing through exceptional experiences. We know the incredible support that Heineken brings through their outstanding engagement with racing fans across the world and we are delighted to partner with Heineken® for this incredible journey.”
Comment:
Heineken’s expanded partnership with UEFA women’s tournaments runs through to the end of the 2024/25 season and spans additional ticketing, hospitality, branding and pouring opportunities as well as digital fan activations including the ‘Heineken Goal of the Round’, and in stadium activations and experiences for fans like the ‘Heineken Best Seat in the House’.
While Heineken’s new multi-year deal with the all-female driver W Series (which launched in 2018) provides the beer brand with at-track visibility at races, track-side experiences, digital activations, ‘Heineken Star of the Track’ and it will blend its rights into its existing ‘When You Drive Never Drink’ project.
For Heineken, these new sponsorships and the related activation activity represents an additional chapter in its ongoing fan/consumer experiential and marketing commitment built around existing partnerships within football (with UEFA) and motorsport (with Formula One).
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