Two-thirds of women who work in soccer have experienced gender discrimination, according to a 2020 survey from the organization Women in Football. Additionally, women remain underrepresented across the sport.
Heineken, which last year expanded its UEFA sponsorship to the women’s game, is on a mission to tackle gender bias affecting soccer players and fans. The campaign marks a new direction for Heineken’s 25-year UEFA sponsorship and will run across both men’s and women’s matches.
The brand’s first move in correcting gender bias in soccer is to address inaccurate statistics online. It has set up a new website, called Fresher Football, that provides correct responses to the most popular questions asked online about the UEFA Champions League, since common answers tend to overlook data from the women’s game.
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