As part of a multi-year deal, Dutch brewer Heineken has appointed Virgil van Dijk, captain of Liverpool and the Netherlands, as its newest brand ambassador.

Verified: Van Dijk has joined former Lioness Jill Scott MBE as a Heineken ambassador.

In an effort to combat unfavourable fan perceptions, the Dutch captain will spearhead the brand’s newest campaign, “Cheers to the real hardcore fans.”

A TV commercial and social media marketing were used to launch the campaign.

Context: Duncan Ross, the former senior vice president of athlete marketing at Wasserman, and Steven Halliwell, a seasoned content strategist, founded Quattro Sports Group, the sports marketing and content production agency that negotiated Van Dijk’s most recent endorsement deal.

Working with a variety of athletes and businesses in a range of sports, Quattro Sports Group aims to concentrate on all off-pitch marketing initiatives, such as sponsorship, content creation, media and PR, and broadcast management.

Remark: “As a player, I am proud and grateful of the ‘Real Hardcore’ fans,” van Dijk stated in a statement. “I think it is necessary to reclaim this phrase; we need to eliminate its historical bad implications from the game. No one is born a racist; education and communication amongst people are the two main things that I believe will bring about change.

“I am delighted Heineken is questioning the idea of what a true fan is in order to demonstrate that there is a place for everyone in the game. I hope we can be a part of that change.”