Heineken is re-examining what it means to be a hardcore football fan, celebrating all aspects of fandom in a new campaign.
In a hero spot for the campaign, diverse fans from all walks of life prepare for the big game, complete with lucky socks, and even a misbehaving chihuahua named after legendary Italian goal scorer, Francesco Totti. Heineken is looking to reflect the true nature of the sport’s global appeal, which transcends age, gender and cultural boundaries.
“The brand has been working to level the playing field by campaigning to make the sport a more positive and welcoming space to enjoy football together,” says Jose Casillas, VP of marketing for Heineken Canada.
Casillas tells strategy that the brand is reclaiming fandom as a badge of honour, as the sport has often been associated with boorish behaviour. He adds that Heineken’s longstanding global partnership with the UEFA Champions League goes beyond sport and is about fostering inclusion, equality and access for all fans.
The Champions League’s prestige and global appeal make it an ideal platform for Heineken to connect with dedicated football fans and reinforce its association with the sport, he notes.
“Doing something specific to Canada is important because of the rapidly growing popularity of European football in the country,” Casillas explains. “With a significant portion of the population being immigrants from football-loving nations, there is a unique opportunity to connect with this passionate and diverse fan base.”
TV, OLV and digital engagement on platforms like YouTube, Reddit and DAZN, is meant to generate excitement and anticipation for the final, which takes place Saturday between Real Madrid and Borussia Dortmund.
The buy includes one 30-second TV spot, two 15-second spots across TV and OLV, and one 6-second OLV spot.
Heineken, as part of its “Cheers to the Real Hardcore Fans Football” campaign, is also holding a viewing party for the game, with the catch being the venue remains a secret until fans unlock it using their knowledge of memorable Champions League moments to solve clues on billboards and posters peppered around Toronto.
Casillas says the ad spend is “a significant investment,” and the campaign is strategically allocated across multiple channels to maximize reach and engagement, ensuring broad, diverse visibility across different touchpoints.
The work was completed in collaboration with Publicis Toronto for strategy and creative, with its sports and entertainment team handling experiential, as well as North Strategic for PR and influencer relations, and Wavemaker for paid media.
