Virgil van Dijk toasts Heineken partnership brokered by newly launched Quattro Sports Group – SportsPro


Dutch brewer Heineken has named Liverpool and the Netherlands captain Virgil van Dijk as its latest brand ambassador as part of a multi-year agreement.


  • Van Dijk joins former Lioness Jill Scott MBE as an ambassador for Heineken
  • Dutch captain will lead brand’s latest campaign ‘Cheers to the real hardcore fans’ to tackle negative fan stereotypes
  • Campaign launched with TV commercial and social media promotions


Van Dijk’s latest endorsement deal was negotiated by the newly launched sports marketing and content production agency Quattro Sports Group, which was established by Duncan Ross, formerly Wasserman’s senior vice president of athlete marketing, and Steven Halliwell, an experienced content strategist. 

Quattro Sports Group intends to work with a range of athletes and brands across various sports, focusing on all off-pitch marketing activity including sponsorship, content production, media and PR, and broadcast management. 


“The ‘Real Hardcore’ fans make me proud and appreciative as a player,” van Dijk said in a statement. “I think reclaiming this phrase is important, the historic negative connotations are something we need to remove from the game, no one is born a racist, I think the key things to make change are education and communicating with each other.

“I hope we can be part of that change, that’s why I’m glad Heineken is challenging the perception of what a real fan is to show there is a place for everyone in the game.”

Coming next:

The deal comes ahead of this year’s round of 16 matches in the Uefa Champions League, a competition Heineken has supported as a sponsor for many years.

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