Heineken is celebrating footballing superstitions in a new campaign starring Liverpool and Netherlands captain Virgil Van Dijk and former England midfielder Jill Scott.
Forming part of the Dutch beer brand’s sponsorship of the UEFA Champions League, the work is based on the insight that as many as half of fans say they follow a specific ritual on matchday, and nearly as many (46%) believe it genuinely impacts the outcome.
According to the brand, younger fans are leading the charge. As many as 67% of Gen Z and Millennial fans say they’ve got a pre-match ritual, while only 26% of fans over 55 admit to doing the same.
Brazil was found to be the most superstitious nation with 60% of fans saying they had a ritual.
“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,” Van Dijk said.
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The most popular rituals were revealed to be: 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%) and using the same scarf, hat, or lucky item (20%).
Anchored by a 75-second spot featuring both Van Dijk and Scot discussing their own take on these superstitions, the work continues Heineken’s strategy of emotionally-driven, fan-first storytelling, in a bid to strengthen its long-standing partnership with UEFA.
Nabil Nasser, global head of Heineken brand added: “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,” Nasser added.
