The campaign, “Cheers to All Fans, Men Included,” features female soccer fans across a variety of teams, ages and ethnicities enjoying the game in bars with a glass of Heineken, or even during intimate situations.

Men included. All the soccer fans are female in a new ad from Heineken, which is announcing a major new initiative this week to tackle gender bias in the world of soccer.

“Cheers To All Fans … Men Included” is the brand's campaign which showcases the passion of female fans, while “Fresher Football” looks at the correct responses to the most popular questions asked online about the UEFA Champions League where many answers tended to overlook key data around the women's game.

A UEFA Champions League sponsor since 1994, the Dutch brewer will be a partner for the 2024-27 competition cycle.

The phrase originates from the old French word chiere meaning “face” or “head.” By the 18th century, it was used as a way to express happiness and encouragement. Today, the phrase is entirely symbolic, a practice of camaraderie that is so routine it's almost second nature.

1. - used as a toast to wish everyone happiness. Drink up, everybody. Cheers!

The Heineken Experience is a brand experience within Heineken®'s oldest brewery, in the heart of Amsterdam. The historical building serves as a venue where you can learn all about Heineken® heritage, the brewing process, our sometimes crazy innovations, sponsoring and the story behind the star.

Heineken Lager Beer (Dutch: Heineken Pilsener), or simply Heineken (pronounced [ˈɦɛinəkə(n)]), is a Dutch pale lager beer with 5% alcohol by volume produced by the Dutch brewing company Heineken N.V.

Van Ruiten said Heineken is aiming to put 25% of its “brand” investment into the alcohol-free category, with an aim for Heineken 0.0 to be the world's largest non-alcoholic beer brand. She added changes in alcohol consumption are already being seen.

UEFA Champions League | Never Watching Alone.

The global beer brand Heineken is one of the sponsors of UEFA Champions League. According to Sport Marketing Frontiers, this sponsorship is a massive investment for the Dutch company. Reportedly, Heineken paid $365 mio.

Uefa has extended its long-standing global partnership with Heineken for the Champions League until the end of the 2024/27 cycle.