• Sat. Mar 2nd, 2024

Heineken’s New Brand Ambassador: Virgil van Dijk Takes on Negative Fan Stereotypes in ‘Cheers to the Real Hardcore Fans’


Feb 13, 2024
Virgil van Dijk celebrates Heineken partnership facilitated by newly launched Quattro Sports Group

Virgil van Dijk, the Netherlands captain and a defender for Liverpool FC, has been announced as Heineken’s newest brand ambassador. The multi-year agreement will see van Dijk lead the beer company’s latest campaign, ‘Cheers to the Real Hardcore Fans’, which aims to challenge negative fan stereotypes.

Heineken has partnered with Quattro Sports Group, a sports marketing and content production agency established by Duncan Ross and Steven Halliwell, to facilitate this endorsement deal. The agency plans to work with athletes and brands from various sports, focusing on off-pitch marketing activities such as sponsorship, content production, media and PR, and broadcast management.

In a statement, van Dijk expressed his pride in being appointed as an ambassador for Heineken and emphasized the importance of reclaiming the phrase ‘Real Hardcore Fans’ from its negative connotations in football. He believes that education and communication are key to making change in this regard and hopes to be a part of that change by challenging the perception of what a real fan is.

The partnership with Heineken aligns with Van Dijk’s objectives as he hopes to promote positive values within football while also engaging with fans who share these values. This collaboration also comes ahead of the UEFA Champions League’s round of 16 matches, a competition that Heineken has been sponsoring for many years.

Van Dijk joins former Lioness Jill Scott MBE as an ambassador for Heineken in this new partnership deal. As they embark on this journey together, both Van Dijk and Scott hope to inspire fans around the world by promoting positive values within football while also enjoying their favorite drinks responsibly.

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