Dive Brief:
- Heineken launched a new global platform that brings together the brewer’s sponsorships across Formula 1, soccer and music festivals for the first time, according to information shared with Marketing Dive.
- “Fans Have More Friends” is rooted in the idea that fandom can help forge human connection, a core part of Heineken’s brand positioning. The platform is based on research commissioned by the brand which found 75% of fans say their fandom has helped them meet new people.
- The effort, which includes a TV commercial directed by Frederik Bond, launches first in the U.S. and will expand to 50 additional markets. The platform will continue to roll out throughout 2026 at tentpole events including the UEFA Champions League Final, UEFA Women’s Champions League Final, Coachella and Grand Prix weekends.
Dive Insight:
Heineken is leveraging the power of fandom for its latest platform. Created in partnership with LePub, which is part of Publicis Groupe, “Fans Have More Fun” utilizes the brand’s diverse array of sponsorships to appeal to a broad consumer base. The platform is inline with previous brand efforts centered around the intersection of human connection and sports.
“Fans Have More Fun” kicked off with a social experiment centered around the final group match of the UEFA Champions League on Jan. 28. The brand enlisted content creator Zac Alsop to help Joe, an Australian living in New York, find people to watch Liverpool play Qarabağ FK. Alsop handed out flyers with Joe’s face on them, and the request to “have a beer with me,” to people around the city, and after gaining traction on social media, hundreds of people showed up at the Central Park Tavern, which was transformed into a themed viewing experience. The bar was manned by soccer player Bastian Schweinsteiger.
Accompanying the launch is a video spot directed by Bond and produced by Stink Films. The video depicts groups of what appear to be strangers bonding over soccer, music festivals and Formula 1. Set to “Cheek to Cheek” by Frank Sinatra, the video features notable Heineken brand ambassadors such as Max Verstappen, Virgil van Dijk and DJ Martin Garrix.
The platform is supported by brand research which found 75% of people say watching sports with other fans, even if they are on opposing teams, makes the experience more enjoyable. Additionally, 59% of people say fandom has helped them forge some of their closest friendships, according to data cited in press materials.
While American football isn’t a focus of the platform, its release comes just a couple of weeks prior to the Super Bowl, which will take place on Feb. 8. Watch parties and getting together with friends is a major aspect of the culture surrounding the game, which fits the messaging of “Fans Have More Friends.” The platform does nod to soccer and Formula 1, two sports which have seen increased popularity in the U.S.
The platform also emphasizes the importance of sociability, something other brands have similarly been embracing as consumers crave social connections. Miller Lite this month launched a new brand platform, “Legendary Moments Start with a Lite,” which centers around a similar ethos.
Marketing around the idea of living in the moment isn’t new for Heineken. The brand in October brought New York Knicks player Josh Hart’s group chat to life as part of its “#SocialOffSocials” brand platform. Previously, the brand released an app that shut down other apps and notifications for a set period of time, thus rendering a phone “boring.” This would force the user to interact with those around them, rather than digitally.
Heineken has experienced some U.S. popularity decline in recent years, with sales dropping 3.5% year-over-year as of Jan. 26, 2025, according to Beverage Industry data. Case sales fell 5.6% during the same time period. Despite Heineken’s dip, imported beers have actually seen a surge in U.S. popularity. However, this is largely due to the popularity of Mexican imports, particularly Modelo.
