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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.
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