Heineken will also be partnering with its first woman soccer ambassador through its partnership with English soccer legend and broadcaster, Alex Scott. Scott, who was a part of Arsenal's 2007 UEFA Women's Cup winning team, is featured within Heineken's marketing collateral alongside current brand ambassador, Thierry Henry, to promote the importance of equality within the sport.
"Heineken is a brand for the fans and we've always been passionate about bringing people together to celebrate the things they love,” said Bram Westenbrink, global head Heineken brand, in the release. “Now, on our journey to improve inclusivity in [soccer] through our sponsorships, we're committed to ensuring the sport is a safe and welcoming space for everyone."
Heineken has been a partner of the UEFA Women's Champions League and UEFA Women's Euros since 2021, when the brand made the decision to mirror its men's and women's sponsorships across both soccer and motorsport.
“We are delighted to see our long-standing partner Heineken taking a bold stance with their campaign to support women's [soccer],” said Nadine Keßler, UEFA's chief of women's football. "UEFA has set up the UEFA Women's Euro and UEFA Women's Champions League competitions to not only showcase the best of the women's game, but to engage the next generation of players and fans. Heineken's campaign will help promote the importance of equality in the sport and we look forward to supporting them with their movement."