Alex Scott is Heineken's new ambassador for women's football.
Alex Scott
The company are focusing their efforts on correcting gender inequality in the sport with a new campaign titled 'Cheers to All Fans, Men Included'.
Heineken are challenging the algorithms and search engines of key websites by launching a new webpage, Fresher Football, that provides the correct responses to the most popular questions asked about the UEFA Champions League, where answers often overlook the women's game.
For example, if a person searches 'How many times have Arsenal won the UCL' they are given the answer 'zero' but the club's women's team were crowned champions of Europe in 2007 thanks to a goal from Scott.
In addition to the webpage, Heineken have unveiled a new advert titled 'Cheers To All Fans, Men Included' that highlights the misconception that you must be a man to be a football fan.
Soccer pundit Alex - who played as a right back for Arsenal women's team - said: "What I love about football is that it brings people together from all walks of life. Everyone has a right to take part in the sport they love, whether they're a fan or player. At the end of the day, sport is sport, and no one should be left out. That's why I'm excited to work with Heineken to challenge the stereotypes, football should be for everyone."
Bram Westenbrink, Global Head of the Heineken Brand, said: "Heineken is a brand for the fans and we've always been passionate about bringing people together to celebrate the things they love.
"Now, on our journey to improve inclusivity in football through our sponsorships, we're committed to ensuring the sport is a safe and welcoming space for everyone."
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