Virgil van Dijk and Heineken Partner to Reclaim Fan Stereotypes in New Campaign

Virgil van Dijk celebrates Heineken partnership facilitated by newly launched Quattro Sports Group

Liverpool and Netherlands captain Virgil van Dijk has been announced as the newest ambassador for Dutch brewer Heineken. The multi-year agreement will see him lead Heineken’s latest campaign, “Cheers to the Real Hardcore Fans,” which aims to challenge negative fan stereotypes.

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

In a statement, van Dijk expressed his pride in being an ambassador for Heineken and emphasized the importance of reclaiming the phrase “Real Hardcore Fans” from its negative connotations. He believes that education and communication are key to making change in the game.

The partnership with Heineken aligns with these objectives. With a longstanding sponsorship of the UEFA Champions League round of 16 matches, Heineken is excited to continue working with Van Dijk as they promote positive fan behavior during this competition.

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