- Heineken is giving soccer fans a way to watch the World Cup – and many other soccer matches – on the company’s dime while doing a little good for their communities.
- The brand, which recently trademarked itself as the “Official Beer of Soccer,” has launched an initiative that enables soccer fans to take advantage of a little-used work benefit, “Volunteer Time Off,” to take a break from their workplaces and catch a match.
- Using a dedicated website, HeinekenFanVolunteers.com, fans can sign up for local volunteer opportunities that just happen to coincide with upcoming game days.
The initiative was created after company research revealed that more than half (52%) of U.S. desk workers admit they have lied to their employer to watch a soccer match, and 75% said they have secretly checked scores or streamed matches from their desks when they occur during the workday.
“At the same time, we realized many Americans already have access to a workplace benefit they rarely use: Volunteer Time Off (VTO),” said Guilherme de Marchi Retz, vice president of marketing at Heineken USA. “That sparked the idea: what if we could turn an overlooked work benefit into a way for fans to come together in real life, give back to their communities, and potentially enjoy the match together instead of alone behind a screen?”
Using the site, fans can find volunteering opportunities with local nonprofits, where they can meet up with other like–minded fans to contribute meaningfully to their communities and perhaps either watch the match while volunteering (in certain instances, per de Marchi Retz) or set up viewing parties for a later date.
“The broader message of the campaign is really about encouraging fans to use their VTO benefits and give back to their own communities in whatever way feels meaningful to them,” de Marchi Retz said. “Whether that’s participating through one of our featured nonprofit partners or volunteering independently at a local organization, we hope the campaign inspires fans to connect with others and make a positive impact locally.”
The brand is promoting the initiative via a tongue-in-cheek corporate training video in which a Heineken representative catches a young man watching a match on his phone at his desk. (She promptly drops the phone in a glass of water.) After explaining the details of the promo, the rep is confronted by a member of the finance department who asks whether employees are being paid to watch soccer. “No, they’re being paid to make the world a better place,” she responds.
“We wanted to partner with organizations that reflected the spirit of community and connection that sits at the heart of this campaign,” de Marchi Retz said. “As the campaign continues to evolve, we also expect this network of nonprofit partners to continue growing, helping us expand opportunities for fans to participate across additional communities and markets.”
The Heineken Fan Volunteers program is part of the brand’s larger “Fans Have More Friends” platform, which showcases how shared passions can turn strangers into newfound friends. “‘Heineken Fan Volunteers’ brings that to life in a very tangible way, and helps to reinforce our brand belief that a refreshing social life is built through new experiences and connections,” de Marchi Retz said. “Fans are not just watching a match together. They’re volunteering side-by-side, meeting new people and building real community connections through a shared love of soccer.”
In addition to the Fan Volunteers program, Heineken will make good on its promise of being the “Official Beer of Soccer” through special packaging resembling a soccer pitch, a new aluminum bottle design featuring the UEFA Champions League logo, and retail displays resembling a soccer goal.
