Heineken is embracing football superstitions in a new campaign featuring Liverpool and Netherlands captain Virgil Van Dijk and former England midfielder Jill Scott.

The campaign is part of Heineken’s UEFA Champions League sponsorship and is inspired by the fact that nearly half of fans follow matchday rituals—46% believe these actually affect the result.

Younger fans lead the trend, with 67% of Gen Z and Millennials saying they have pre-match habits, compared to just 26% of fans over 55.

Brazil topped the list of most superstitious countries, with 60% of fans saying they follow rituals.

“Fans’ rituals might not always make sense, but they’re a reflection of love for the club. I’m excited to hear their stories and see Heineken raise a glass to those who truly live every kick,” Van Dijk said.

Top fan rituals include: wearing the same shirt (25%), sitting in the same place (22%), drinking the same beer (19%), waiting for the referee to confirm goals before celebrating (20%), and using a lucky item like a scarf or hat (20%).

The campaign includes a 75-second ad where Van Dijk and Scott share their thoughts on these traditions. It continues Heineken’s focus on emotional, fan-centered storytelling and strengthens its UEFA partnership.

Nabil Nasser, global head of Heineken brand said: “Superstitions are another way fans show their incredible passion for the game, and we say cheers to that. With the UEFA Champions League and Women’s Champions League Final just around the corner, we’re raising a glass to all the quirky rituals and heartfelt traditions that make football fandom so unique.”

“After more than 30 years as proud sponsors of the UEFA Champions League, Heineken continues to be inspired by the energy, loyalty, and creativity of supporters across the globe. So grab your lucky charms, this finale is going to be one to remember,” Nasser stated.