• Sun. Mar 3rd, 2024

Heineken’s New Ambassador: Virgil Van Dijk Takes a Stand Against Negative Fan Stereotypes


Feb 13, 2024
Virgil van Dijk celebrates Heineken partnership facilitated by newly launched Quattro Sports Group

Liverpool and Netherlands captain Virgil van Dijk has been named as the newest ambassador for Dutch brewer Heineken. The multi-year agreement will see van Dijk lead Heineken’s latest campaign, ‘Cheers to the real hardcore fans’, which aims to challenge negative fan stereotypes.

The campaign was launched with a TV commercial and social media promotions, and Van Dijk now joins former Lioness Jill Scott MBE as an ambassador for Heineken. This endorsement deal was facilitated by Quattro Sports Group, a sports marketing and content production agency established by Duncan Ross and Steven Halliwell. The agency plans to work with athletes and brands from various sports, focusing on off-pitch marketing activities such as sponsorship, content production, media and PR, and broadcast management.

Van Dijk expressed his pride and appreciation for the ‘Real Hardcore’ fans in a statement, emphasizing the importance of reclaiming the phrase from its negative connotations. He believes that education and communication are key to making change and hopes to be a part of that change by challenging the perception of what a real fan is. The partnership with Heineken aligns with these objectives.

This announcement comes ahead of the UEFA Champions League’s round of 16 matches, a competition that Heineken has a longstanding sponsorship of. Don’t miss out on the opportunity to unlock the secrets to successful monetization, audience engagement, and environmental and social responsibility by joining SportsPro Live in London this April. Get your pass now.

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