Heineken® All-Invitational

What image comes to mind when you think about a football fan? Women fans? They should, because they make up almost half of football fans across the world.

Heineken's global platform for the UEFA Champions League 2022 was - "Cheers To All Fans. Men Included”. The campaign challenged the the stereotype that football belongs only to men.

Together with the international campaign, we set out to highlight and celebrate the wonderful diversity in football, both on and off the pitch by creating the Heineken® All-invitational.

It was an inclusive 5-a-side with both male and female football legends playing on mixed teams - the first-of-its-kind, hosted on the African continent.

It was our way of saying cheers to all players, men included.