Core Insights - Heineken® is launching a campaign titled "Cheers to the Superstitious Fans" to celebrate football fans' matchday rituals and superstitions, highlighting the emotional connection fans have with the game [4][5][8] - A global survey commissioned by Heineken® reveals that 50% of football fans engage in specific rituals on game day, with 46% believing these rituals influence the match outcome [2][4] - The survey indicates that younger fans, particularly Gen Z and Millennials, are more likely to have pre-match rituals, with 67% of them participating compared to only 26% of fans over 55 [3][4] Survey Findings - The survey was conducted by Censuswide among 12,011 football fans across the UK, USA, Germany, Brazil, Portugal, and South Korea from April 1 to April 7, 2025 [9] - Brazilian fans lead in matchday superstitions, with 60% claiming to have such rituals, suggesting a cultural significance tied to their football success [4][6] Campaign Details - Heineken® has partnered with brand ambassadors Jill Scott and Virgil van Dijk to promote the campaign, emphasizing the passion and unique traditions of football fans [5][7] - The campaign aims to elevate fans' matchday experiences by recognizing their quirky rituals, such as wearing the same shirt (25%), sitting in the same spot (22%), and drinking the same beer (19%) [6][8] Company Background - Heineken® has over 30 years of sponsorship experience with the UEFA Champions League, reinforcing its commitment to football and fan engagement [5][8] - The company operates in more than 70 countries and employs over 85,000 people, maintaining a strong presence in both developed and developing markets [11]