Kansas City is preparing for an influx of visitors ahead of six matches at the 2026 FIFA World Cup.
THE 2026 FIFA World Cup is still a few months away from arriving in North America, but one company is already demonstrating the global camaraderie that can be expected across the United States for soccer.
Heineken wanted to prove this fandom can turn strangers from all walks of life into friends with a smart social experience for the launch of “Fans Have More Friends”, a new global sponsorship platform.
The beer brand took inspiration from the book of the same name, written by Ben Valenta and David Sikorjak, and Heineken brought together sponsors from football, Formula 1 and music festivals, using fandom as both a social catalyst and a way to elevate social experiences in a world that can sometimes feel increasingly alone.
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Heineken’s social experiment in New York for football and an Australian who just moved to the city worked. (Heineken/Fox News)
Heineken teamed up with social creator Zac Alsop this week to run a social experiment on matchday eight, one of the busiest nights in world football. The experience followed Joe, an Australian who recently moved to New York City and found himself with no one to watch Liverpool take on Qarabağ FK in the final UEFA Champions League group match.
Alsop began distributing flyers around town, showing Joe in a photo and a message saying, “Have a beer with me.” No special incentives, no gifts – just an open invitation to watch football and enjoy new company.
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A study by Heineken found that 75% of fans say their fandom has helped them meet new people, creating bonds that last a lifetime (59% say close friendships have been formed). With football and sports in general, language is not a barrier when watching.
New Yorkers responded en masse, and hundreds of people turned out to Central Park Tavern despite the freezing temperatures and streets to support Joe. Heineken also helped elevate the experience, decorating the tavern to make it a “Champions League level” visual experience, which included special guests.
Bastian Schweinsteiger, Zac Alsop and Joe from Australia with the UEFA Champions League trophy. (Heineken/Fox News)
The UEFA Champions League trophy was flown in alongside German football legend Bastian Schweinsteiger, who was serving behind the bar.
“Tonight reminded me why I love this sport,” Joe said in an official Heineken statement. “I came in expecting a few people to show up and I didn’t know anyone. Now I feel like I’ve met a whole group of new friends. … It’s amazing how quickly this common ground can bring so many strangers together.”
This is just the beginning for Heineken, which is launching a multi-channel platform that will see the Fans Have More Friends TV ad debut in the US this week and in 50 markets to follow. The campaign involves some of Heineken’s best-known ambassadors, including Dutch football star Virgil Van Dijk, Formula 1 superstar Max Verstappen and global DJ Martin Garrix.
German football legend Bastian Schweinsteiger, Joe Alsop and Joe from Australia enjoy watching football with Heineken. (Heineken/Fox News)
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And what happened in New York is what to expect this summer, as many people from all over the world will travel to the United States to enjoy something they all love.
“Fandom has an incredible ability to bring people together,” Nabil Nasser, global head of Heineken, said in a statement. “In football, F1 and music, we see how shared passions help people meet, connect and feel part of something bigger.”
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