Heineken recently announced a new initiative to support female athletes including sponsorship for the UEFA’s Women’s Champions League, the UEFA Women’s EURO 2022 and 2025, and the W Series (a motor racing championship for female drivers). The new campaign is dubbed 'Three More Reasons to Cheer' and includes an accompanying promotional video.
"We are committed to delivering great shared moments to consumers all over the world and our sponsorships are exciting platforms to connect with fans through their passions and enhance their experiences. By extending our partnerships in football and motorsport to include W Series, UEFA Women’s Champions League and UEFA Women’s EURO 2022 and 2025, we are enabling more thrilling experiences for all," said Bram Westenbrink, Global Head Heineken® Brand.
Beer-Branded Female Sports Initiatives
Heineken® Announce New Female-Focused Sport Sponsorships
Trend Themes
1. Female-focused Sports Sponsorships - Heineken's new initiative to support female athletes through sponsorship presents opportunities for other brands to promote gender equality.
2. Branding Through Sports Sponsorships - More brands are expected to use sports sponsorships as a way to connect with consumers around the world.
3. Increased Support for Women’s Sports - More companies are expected to support women’s sports in the coming years in recognition of growing demand for gender equality.
Industry Implications
1. Beverage Industry - Other beverage companies could follow Heineken's lead by becoming involved in sports sponsorships particularly for women’s sports.
2. Sports Industry - Sports organizations can create opportunities to promote women's sports by developing relationships with corporate sponsors.
3. Marketing Industry - Marketing professionals can tap into the potential of sports sponsorships by creating campaigns that are aligned with the growing demand for gender equality in sports.