Heineken® Celebrates Football Fandom with a Cheers to Superstitious Fans
Heineken reveals fascinating insights about football fan superstitions through a new global survey, launching their "Cheers to the Superstitious Fans" campaign ahead of the UEFA Champions League and Women's Champions League Final.
The survey shows that 50% of fans follow specific matchday rituals, with 46% believing these rituals affect game outcomes. Notable findings include:
- 67% of Gen Z and Millennial fans have pre-match rituals
- 26% of fans over 55 follow superstitions
- Brazil leads with 60% of fans claiming matchday superstitions
Top fan rituals include wearing the same shirt (25%), sitting in the same spot (22%), drinking the same beer (19%), and using lucky items (20%). Brand ambassadors Jill Scott and Virgil van Dijk are partnering with Heineken to celebrate these fan traditions, continuing the brand's 30-year UEFA Champions League sponsorship legacy.
Heineken svela interessanti curiosità sulle superstizioni dei tifosi di calcio attraverso un nuovo sondaggio globale, lanciando la campagna "Cheers to the Superstitious Fans" in vista della finale della UEFA Champions League e della Women's Champions League.
Il sondaggio evidenzia che il 50% dei tifosi segue rituali specifici durante il giorno della partita, con il 46% che crede che questi rituali influenzino l'esito delle partite. I dati più significativi includono:
- Il 67% dei tifosi della Generazione Z e dei Millennial ha rituali pre-partita
- Il 26% dei tifosi sopra i 55 anni segue superstizioni
- Il Brasile guida con il 60% dei tifosi che ammette superstizioni legate al giorno della partita
I rituali più comuni tra i tifosi sono indossare la stessa maglia (25%), sedersi nello stesso posto (22%), bere la stessa birra (19%) e usare oggetti portafortuna (20%). Gli ambasciatori del marchio Jill Scott e Virgil van Dijk collaborano con Heineken per celebrare queste tradizioni dei tifosi, proseguendo l'eredità di 30 anni di sponsorizzazione della UEFA Champions League da parte del brand.
Heineken revela datos fascinantes sobre las supersticiones de los aficionados al fútbol a través de una nueva encuesta global, lanzando su campaña "Cheers to the Superstitious Fans" antes de la final de la UEFA Champions League y la Women's Champions League.
La encuesta muestra que el 50% de los aficionados sigue rituales específicos el día del partido, y el 46% cree que estos rituales afectan el resultado del juego. Los hallazgos más destacados incluyen:
- El 67% de los aficionados de la Generación Z y Millennials tienen rituales antes del partido
- El 26% de los aficionados mayores de 55 años siguen supersticiones
- Brasil lidera con un 60% de aficionados que admiten supersticiones el día del partido
Los rituales principales de los aficionados incluyen usar la misma camiseta (25%), sentarse en el mismo lugar (22%), beber la misma cerveza (19%) y usar objetos de la suerte (20%). Los embajadores de la marca Jill Scott y Virgil van Dijk colaboran con Heineken para celebrar estas tradiciones de los aficionados, continuando el legado de 30 años de patrocinio de la UEFA Champions League por parte de la marca.
하이네켄은 새로운 글로벌 설문조사를 통해 축구 팬들의 미신에 관한 흥미로운 인사이트를 공개하며, UEFA 챔피언스리그 및 여자 챔피언스리그 결승전을 앞두고 "Cheers to the Superstitious Fans" 캠페인을 시작합니다.
설문조사 결과 50%의 팬들이 경기 당일 특정 의식을 따르며, 46%는 이러한 의식이 경기 결과에 영향을 미친다고 믿는 것으로 나타났습니다. 주요 결과는 다음과 같습니다:
- 67%의 Z세대 및 밀레니얼 팬들이 경기 전 의식을 가지고 있음
- 55세 이상 팬 중 26%가 미신을 따름
- 브라질이 경기 당일 미신을 따르는 팬 비율 60%로 선두
팬들이 가장 많이 하는 의식으로는 같은 유니폼 입기(25%), 같은 자리 앉기(22%), 같은 맥주 마시기(19%), 행운의 아이템 사용(20%)이 있습니다. 브랜드 홍보대사인 질 스콧과 버질 반 다이크가 하이네켄과 함께 이러한 팬 전통을 기념하며, 브랜드의 30년 UEFA 챔피언스리그 후원 역사를 이어가고 있습니다.
Heineken révèle des insights fascinants sur les superstitions des fans de football grâce à une nouvelle enquête mondiale, lançant sa campagne "Cheers to the Superstitious Fans" avant la finale de l'UEFA Champions League et de la Women's Champions League.
L'enquête montre que 50 % des fans suivent des rituels spécifiques le jour du match, avec 46 % qui croient que ces rituels influencent le résultat du match. Parmi les résultats notables :
- 67 % des fans de la génération Z et des milléniaux ont des rituels avant le match
- 26 % des fans de plus de 55 ans suivent des superstitions
- Le Brésil en tête avec 60 % des fans déclarant avoir des superstitions le jour du match
Les principaux rituels des fans incluent porter le même maillot (25 %), s'asseoir au même endroit (22 %), boire la même bière (19 %) et utiliser des objets porte-bonheur (20 %). Les ambassadeurs de la marque Jill Scott et Virgil van Dijk s'associent à Heineken pour célébrer ces traditions des fans, poursuivant ainsi l'héritage de 30 ans de parrainage de l'UEFA Champions League par la marque.
Heineken enthüllt faszinierende Einblicke in die Aberglauben von Fußballfans durch eine neue globale Umfrage und startet seine Kampagne "Cheers to the Superstitious Fans" vor dem Finale der UEFA Champions League und der Women’s Champions League.
Die Umfrage zeigt, dass 50 % der Fans bestimmte Rituale am Spieltag befolgen, wobei 46 % glauben, dass diese Rituale den Spielausgang beeinflussen. Bemerkenswerte Ergebnisse sind:
- 67 % der Gen Z- und Millennial-Fans haben Rituale vor dem Spiel
- 26 % der Fans über 55 folgen Aberglauben
- Brasilien führt mit 60 % der Fans, die an Spieltagssuperstitionen glauben
Die beliebtesten Fanrituale sind das Tragen desselben Trikots (25 %), das Sitzen am gleichen Platz (22 %), das Trinken desselben Biers (19 %) und die Verwendung von Glücksbringern (20 %). Markenbotschafter Jill Scott und Virgil van Dijk arbeiten mit Heineken zusammen, um diese Fantraditionen zu feiern und die 30-jährige UEFA Champions League-Sponsoring-Tradition der Marke fortzusetzen.
- Global marketing campaign launch targeting UEFA Champions League and Women's Champions League Finals, potentially increasing brand visibility
- Strong brand ambassador partnerships with high-profile athletes Jill Scott and Virgil van Dijk
- Continued 30+ year sponsorship of UEFA Champions League, demonstrating long-term market presence and stability
- High engagement rates among younger demographics - 67% of Gen Z and Millennial fans connected to campaign
- Marketing campaign focuses on fan superstitions rather than direct product features or sales metrics
- No specific financial metrics, sales targets, or ROI expectations provided for the campaign
A Media Snippet accompanying this announcement is available by clicking on this link.
AMSTERDAM, April 29, 2025 (GLOBE NEWSWIRE) -- Whether it’s pulling on a lucky jersey or claiming the same barstool before kick-off, football fans around the world have many of their own matchday superstitions. And according to a new global survey commissioned by Heineken®, half of fans say they follow a specific ritual on game day—and nearly as many (
Younger fans are leading the charge -
Heineken® understands that football is more than a game—it's a global passion shaped by loyalty and many wonderfully irrational traditions. With the UEFA Champions League and Women’s Champions League Final fast approaching, the brand is shining a playful light on the unlikely rituals that define fandom with a new campaign called: "Cheers to the Superstitious Fans."
The Superstitions Fans Swear By
The survey reveals the matchday rituals that fans believe can make all the difference:
- Wearing the same shirt every game (
25% ) - Sitting in the same spot (
22% ) - Drinking the same beer (
19% ) - Not celebrating a goal until the referee confirms a goal (
20% ) - Using the same scarf, hat, or lucky item (
20% )
These quirks span cultures – Brazil leads with
Cheers to the Superstitious Fans
Heineken® has teamed up with brand ambassadors Jill Scott and Virgil van Dijk to spotlight the passion, personality and downright brilliance of football’s most superstitious supporters. After over 30 years as proud sponsors of the UEFA Champions League, Heineken is once again putting fans at the heart of the story – and this season, it’s all about raising a glass to their game-day superstitions and rituals.
Jill Scott MBE, former England midfielder, says: “Players have their own rituals—lucky socks, being last out of the tunnel—but it’s fans who are often the most superstitious. Their belief and passion inspire us, and I’m thrilled Heineken® is celebrating that energy.”
Virgil van Dijk, Heineken® brand ambassador and Liverpool FC Captain, says: “Fans’ rituals might not always make sense, but they’re a reflection of love for the club. I’m excited to hear their stories and see Heineken® raise a glass to those who truly live every kick.”
In the lead up to the UEFA Champions League and Women’s Champions League Final, Heineken® is on a mission to uncover some of football’s most superstitious fans – and help them take their matchday rituals to the next level in the most extraordinary ways.
Nabil Nasser, Global Head of Heineken® Brand, says: “Superstitions are another way fans show their incredible passion for the game—and we say cheers to that. With the UEFA Champions League and Women’s Champions League Final just around the corner, we’re raising a glass to all the quirky rituals and heartfelt traditions that make football fandom so unique. After more than 30 years as proud sponsors of the UEFA Champions League, Heineken® continues to be inspired by the energy, loyalty, and creativity of supporters across the globe. So grab your lucky charms—this finale is going to be one to remember.”
Notes to editors:
Research
The research was conducted by Censuswide, among a sample of 12,011 Football fans in the UK, USA, Germany, Brazil, Portugal, and South Korea. The data was collected between 01.04.2025 - 07.04.2025. Censuswide abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles. Censuswide is also a member of the British Polling Council.
Editorial information:
Please find the high-resolution campaign images attached.
For more information, please contact: hnknfootball@edelman.com
About HEINEKEN:
HEINEKEN is the world's most international brewer. It is the leading developer and marketer of premium beer and cider brands. Led by the Heineken® brand, the Group has a portfolio of more than 300 international, regional, local and specialty beers and ciders. We are committed to innovation, long-term brand investment, disciplined sales execution and focused cost management. Through "Brewing a Better World", sustainability is embedded in the business.
HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets. We employ over 85,000 employees and operate breweries, malteries, cider plants and other production facilities in more than 70 countries. Heineken N.V. and Heineken Holding N.V. shares trade on the Euronext in Amsterdam. Prices for the ordinary shares may be accessed on Bloomberg under the symbols HEIA NA and HEIO NA and on Reuters under HEIN.AS and HEIO.AS. HEINEKEN has two sponsored level 1 American Depositary Receipt (ADR) programmes: Heineken N.V. (OTCQX: HEINY) and Heineken Holding N.V. (OTCQX: HKHHY).
Most recent information is available on HEINEKEN's website: www.theHEINEKENcompany.com and follow us on Twitter via @HEINEKENCorp.
A photo accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/e39434fe-73e1-4774-9411-57f80e373ac7
FAQ
What is Heineken's (HEINY) new football campaign about in 2025?
What percentage of football fans have matchday superstitions according to Heineken's 2025 survey?
What are the top 5 most common football fan superstitions revealed in Heineken's 2025 research?
How is Heineken (HEINY) leveraging its UEFA Champions League sponsorship in 2025?
Which country has the most superstitious football fans according to Heineken's 2025 survey?
