As a main sponsor of Women UCL and Women Euro, Heineken is committed to ending gender bias in football and help give it the exposure it deserves. Despite breaking record after record in attendance and viewership, women's football still gets a lot of hate on social media with some famous pundits even calling it "not real football". That rage skyrocketed during Women's Euro 22.

After going through thousands of interviews, opinions and tweets that attacked Women's football, we managed to pin the one that repeated the most: "Nobody watches women's football". With audiences watching women's football breaking attendance and viewership record after record, we decided to let actions counter attack the trolls. At the final of Women's Euro 2022, at Wembley stadium.

The most harmful opinions and addresses to women football still spread on social media like wildfire, trying to attack and harm the growth of the interest in the sport. Yet, reality proves otherwise. Women's games in UCL broke record after record of attendance and viewership. The final of the Women's Euro seemed like the perfect moment to counter attack the trolls once and for all.

On the day of the Wembley’s Final, we placed the most common tweet on the seats of the Wembley Stadium and live streamed as the real crowd covered it in real time. The day after we shared the time lapse video, cheering to all the fans of women's football.

The negative sentiment about Women’s Football dropped by 83% on Social Media.

+40M Reach on 4 continents.

1M Earned Media