The bias around the word “fan” is that everybody automatically thinks about a man. When in reality, almost half of the football fans across the globe are women.

Heineken wanted to correct the stereotype so it launched “Cheers to all fans. Men Included” - a film portraying the badass world of hardcore women fans demonstrating their commitment to the sport. This means trekking through bad weather to catch the game, slipping out to the restaurant loos to get the latest score, lingering in the stands after a defeat or egging on passers-by after a win and many more. Because this is what real fans do. Men included.