As the UEFA Champions League enters the quarter-final stage, Heineken has announced the extension of its “Cheers to Hardcore Fans” campaign—paying tribute to the loyalty and spirit of true football supporters.

Despite the tournament adopting a new format this season, the drama, intensity and unpredictability that define European club football remain undiminished. For Heineken, this is an opportunity not only to align with the energy of the competition but to honour those who, regardless of results, continue to stand by their teams week after week.

“Heineken understands what it means to be a real fan. Whether your team is winning or struggling, true fans never stop believing,” said Maria Shadeko, Portfolio Manager, Alcoholic Drinks at Nigerian Breweries Plc. “That’s why Cheers to Hardcore Fans is not just a campaign—it’s a celebration of those who live for football.”

The current Champions League season has already delivered a string of compelling storylines, from Liverpool’s emphatic performances in the revamped group stage and Barcelona’s resurgence to the surprising early exit of defending champions Manchester City. Yet, amid the triumphs and setbacks, Heineken has focused its message on the enduring presence of fans who support their teams through every twist and turn.

Rather than portraying hardcore fandom through the lens of intensity or confrontation, the campaign highlights the rituals, passion and personal connections that fans bring to the sport. From wearing the same lucky shirt on matchdays to never missing a fixture, Heineken’s message is simple: it is the fans who give football its heart.

The campaign also ties into Heineken’s broader effort to promote inclusivity and diversity in football. Through its Fresher Football initiative, the brand has pushed for a more welcoming and enjoyable experience for all supporters.

“Heineken has always been about bringing fans together. Football is more than just the teams—it’s about the people who support them,” Shadeko added. “This campaign celebrates the fans who make the game great.”

In the lead-up to the semi-finals, Heineken has also lined up interactive experiences and exclusive opportunities for supporters, including chances to attend the Champions League Final. These events, the company says, are aimed at rewarding the fans whose devotion is felt in stadiums and living rooms around the world.

As the remaining clubs prepare for the final stretch of Europe’s most prestigious club competition, Heineken’s campaign underscores a simple truth: while trophies may come and go, the dedication of the fans endures.