Heineken pulled a fast one on poor, unsuspecting football fans when they employed former England international football players-turned-pundits, Jill Scott and Gary Neville, to switch their social media accounts as part of a Heineken® gender bias social experiment entitled, “The Social Swap” with, unfortunately, predictable responses as Scott’s account featuring comments by Neville was on the receiving end of abuse more often than vice versa when fans thought it was Scott making the comments.
Scott and Neville secretly switch social accounts for five days earlier this year to share their genuine views on matches, from team rivalries to match predictions and Neville-posting-as-Scott received five times more sexist responses than Scott-posting-as-Neville when sharing similar points of view and commentary online.
Heineken’s social experiment is even more relevant in light of the recent controversy engulfing the Spanish football federation and Spain’s women’s team which won the 2023 Women’s World Cup and yet threw the country into turmoil as both the team’s coach and federation boss both resigned and were sacked, respectively, after questionable behaviors were exposed.
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