Heineken promotes gender equality with new “Cheers to All” campaign
By Ibidunni Banjoko
Heineken, the major sponsor of UEFA Champions League football game, is highlighting gender equality in a new “Cheers to All” campaign. The focus is to illustrate how the female gender also shows love and passion for football just like the male gender does.
The campaign was created by Saatchi and Saatchi, a British multinational communications and advertising agency.
Commenting on the campaign, Emmanuel Oriaki, Marketing Director, Nigerian Breweries, stated that the current campaign is to correct the wrong perception that football is for men.
“In the campaign, Heineken tries to explain that there is gender equality as regards participation in football and love. The campaign shows a female gender appreciating football. Females are also fans of football. Our company recognises that our fans are not just male but also female,” he said.
“Football is a game of passion and the Heineken partnership with the European Champion League has become the most inclusive partner in the game of football.
“Heineken, the Chairman, always has something spectacular for Nigerians. The UEFA Championships game is one of the best sporting activities in the world and also in Nigeria, we have been activating this for a while,” he added.
Mr. Oriaki continued: “Heineken has been partnering with the UEFA Champions League for quite a while in Nigeria. Heineken made a global limelight when it became a major sponsor of the UEFA Champions League in 1994, and since then both brands have strengthened the strategic partnership.
“Heineken is a global beer brand that has expanded to close to 200 countries. UEFA Champions League is one of the most watched competitions that accommodate nationals from all the continents of the world.”
The push for gender equality is pressing, as the stats are sobering: Thirteen countries do not have laws to ensure equal pay for equal work among men and women. Some 104 countries make specific jobs off-limits for women.
The World Economic Forum’s Global Gender Gap Report 2021 indicates it will take 135.6 years to close the gender gap worldwide.
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