As a main sponsor of Women UCL and Women Euro, Heineken is committed to ending gender bias in football. Social Media is a reflection of society, but also where change starts. So we found the most repetitive tweet "Nobody watches women football" and placed it on the Wembley stadium seats before the Women's Euro 22 Final. Then we live streamed how the real crowds of fans fill up the stadium and cover the tweet in real time. The day after we posted a Time Lapse of the action on Twitter, generating the most shared tweet in Heineken Twitter history.

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.

Women’s Football faces a big bias on Social Media, thousands of negative comments are all over Twitter and Instagram every day. As many of the branded messages get little impact, we wanted to innovate and deliver the message by the people themselves, using the stadium and the final as a perfect equation to help us reach a wider audience than a normal post.

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