Heineken(US:HEINY) Newsfilter·2024-06-02 00:15Core Insights - Heineken® launched the 'Cheers To The Real Hardcore Fans' campaign, celebrating fan inclusion during the UEFA Champions League Final 2024 [1][3] - For the first time, real fans were included in the official Trophy lift through biodegradable confetti, symbolizing Heineken®'s commitment to fan engagement [2][5] - The campaign aims to redefine what it means to be a 'real hardcore fan' by highlighting diverse football supporter stories and experiences [3][6] Campaign Activities - Fans participated by submitting selfies to a campaign microsite, with one lucky fan winning tickets to the final [4][9] - Heineken® created a global TV advert showcasing authentic fan stories, including unique behaviors and rituals [8][9] - The company organized various activities, such as transforming laundromats in Seoul into meeting places for fans and installing giant screens in Peru for match viewing [10] Future Initiatives - Heineken® plans to continue its focus on fan inclusivity and challenge stereotypes in future campaigns [13] - The company will maintain its commitment to celebrating the modern face of football fandom [13]