Heineken Experience enriches the moments and offers new experiences to Thai football fans, aligning with sport marketing trends through the football campaign, “Cheers To The Real Hardcore Fans,” firmly establishing its position of being a global brand, as well as the official sponsor of the UEFA Champions League for over 30 years since 1994.
"Cheers To The Real Hardcore Fans" is a football campaign by Heineken aimed at communicating the diversity of football fans, particularly the hardcore fans who are often perceived as the ones who bring passion and intensity to the football cheering atmosphere. Heineken aims to change societal perceptions towards hardcore football fans through world-class advertisements featuring renowned brand ambassadors such as Virgil van Dijk, the captain of Liverpool Football Club, and Jill Scott MBE, former English women's football player, both of whom are often mentioned in promoting diversity in football. Moreover, there are many more stories to showcase what truly defines being a hardcore football fan, which can be followed through the main platform of the Real Hardcore Fans campaign.
In Thailand, Heineken Experience draws inspiration from one of the stories in the "Cheers To The Real Hardcore Fans" campaign, focusing on hardcore Asian football fans who cheer for European football regularly, even though matches often coincide with late nights to early mornings. Thus, a campaign and activities are created to add vibrancy to Thai football fans throughout the final stages of the UEFA Champions League season 2023/2024. It starts with the Heineken Experience UEFA Champions League Road to The Final Match activities, where real football fans can experience the ultimate football cheering atmosphere, meet numerous famous football gurus to analyze the play between matches, and enjoy special performances by artists such as Wan Thanakrit, Paradox, Instinct, Scrubb, No One Else, Musketeers, Tilly Bird, Rooftop, and Park Melody. These activities are continuously held until June 1, 2024, at leading outlets in Bangkok metropolitan area and provinces including Nakhon Ratchasima, Khon Kaen, Chiang Mai, Phuket, and Chonburi.
Additionally, hardcore fans have the opportunity to win Heineken Experience Exclusive Pyjamas, the first-ever collection introduced both in Thailand and worldwide. These collectible items, available in two designs, green and gray, are limited editions and can only be obtained through participating in Heineken Experience activities during the UEFA Champions League season.
For those cheering football with friends and want to participate without an empty stomach, Heineken Experience and Pizza Hut offer pizza delivery service to keep fans full and refreshed throughout the UEFA Champions League semi-final match on May 7th, and the final match on June 1st. Plus, receive exclusive collectibles when ordering the "Hardcore Fans Set," which includes limited edition Heineken Experience x UEFA Champions League during the semi-final round, and Heineken Experience Exclusive Pyjamas during the final match, with only 200 orders available per round.
Follow the "Cheers To The Real Hardcore Fans" campaign and many more activities held for passionate football fans throughout the final stages of this season of the UEFA Champions League through Heineken Experience TH social media channels, and LINE @HeinekenExperience.