Dutch brewer Heineken has announced its latest brand ambassador, Liverpool and Netherlands captain Virgil van Dijk. The multi-year deal will see van Dijk spearhead Heineken’s latest campaign, ‘Hail to the Real Hardcore Fans’, which aims to challenge negative fan stereotypes. This campaign was launched with a TV commercial and promotions on social networks. Van Dijk now joins former Lioness Jill Scott MBE as an ambassador for Heineken.
The endorsement deal was made possible by Quattro Sports Group, a sports marketing and content production agency founded by Duncan Ross and Stephen Halliwell. The agency plans to work with athletes and brands from various sports, focusing on off-field marketing activities such as sponsorship, content production, media and PR, and broadcast management.
In a statement, van Dijk expressed his pride and gratitude for the ‘Real Hardcore’ fans and emphasized the importance of reclaiming the phrase and removing its negative connotations from the game. He believes that education and communication are key to creating change and hopes to be a part of that change by challenging the perception of what a true fan is. The partnership with Heineken is in line with these goals.
The announcement of this partnership comes ahead of the round of 16 matches of the UEFA Champions League, a competition that Heineken has been a long-term sponsor of. Don’t miss your chance to discover the secrets of successful monetization, audience engagement and environmental and social responsibility by joining SportsPro Live in London this April. Get your pass now.