Today Heineken\u00ae revealed a new direction for its sponsorship in football, making its entire football campaign across both the men’s and women’s game about tackling gender bias affecting both players and fans of the sport.<\/p>\n
With two-thirds of women in football having experienced gender discrimination*, Heineken\u00ae 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.<\/p>\n
Heineken\u00ae’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\u00ae is today unveiling\u00a0Fresher Football<\/i>\u00a0\u2013 a new webpage in partnership with GOAL that provides correct responses to the most popular questions asked online about the UEFA Champions League, where answers tend to overlook key data around the women’s game.<\/p>\n
The aim of\u00a0Fresher Football<\/i>\u00a0is to encourage search engines and fan sites to recognise, amend and their current information to the accurate answers, regardless of gender.<\/p>\n
To achieve this Heineken\u00ae 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.<\/p>\n
Alex Scott, Heineken\u00ae Ambassador said:<\/b>“What I love about football is that it brings people together from all walks of life. Everyone has a right to take part in the sport they love, whether they’re a fan or a player. At the end of the day, sport is sport, and no one should be left out. That’s why I’m excited to work with Heineken\u00ae to challenge the stereotypes, football should be for everyone.”<\/em><\/p><\/blockquote>\n
https:\/\/www.goal.com\/story\/fresherfootball\/<\/a><\/h2>\n
To further support its mission in tackling inclusivity in football, Heineken\u00ae have created a new TVC and Digital campaign, entitled\u00a0Cheers to All Fans, Men Included<\/i>, 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<\/i>\u00a0features men and women fans throughout, rewriting the stereotype and showing the reality that gender doesn’t dictate someone’s passion for football.<\/p>\n