Rugby Pro Star Virgil van Dijk Teams Up with Heineken in Inclusivity Campaign


Virgil van Dijk celebrates new Heineken partnership arranged by Quattro Sports Group launch

Liverpool and Netherlands captain Virgil van Dijk has been named Heineken’s latest brand ambassador as part of a multi-year agreement. Van Dijk will join former Lioness Jill Scott MBE in promoting the brand, and he will also lead Heineken’s new campaign, “Cheers to the real hardcore fans.” The campaign aims to challenge negative stereotypes about fans and promote inclusivity in the sporting world.

The deal was arranged by Quattro Sports Group, a sports marketing and content production agency founded by Duncan Ross and Steven Halliwell. The agency aims to work with athletes and brands across various sports, focusing on off-pitch marketing activities such as sponsorship, content production, media and PR, and broadcast management.

In an interview, Van Dijk expressed his excitement about the partnership with Heineken and shared his thoughts on the campaign: “The ‘Real Hardcore’ fans are an integral part of the sporting community, and I’m proud to be associated with them. However, it’s important to reclaim this phrase from its negative connotations. As a player, I believe that education and communication are key factors in promoting inclusivity in sports. I hope that our partnership with Heineken can help bring positive change to this issue.”

Heineken has been a longtime sponsor of the Uefa Champions League competition, which is set to kick off this year. If you are interested in the sports industry or want to learn more about successful monetization, audience engagement, environmental responsibility, or social responsibility in sports business then don’t miss SportsPro Live London event in April 2023

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