This story was first published by Digiday sibling Modern Retail.
Heineken USA is pouring more marketing dollars into soccer this year ahead of the 2026 FIFA World Cup.
The brewing company, which has trademarked itself as “the official beer of soccer,” is not an official World Cup sponsor. However, it’s getting in on the larger summer soccer hype by launching a limited-edition soccer-themed 12-pack and 24-pack in retail partners across the U.S., including Publix. Heineken is also planning watch parties in various U.S. cities, including Los Angeles, Houston, Philadelphia, New York City, Miami and Dallas. And, it’s building out a new brand platform called “Fans Have More Friends” that consists of TV ads, events and more. The brand platform is a key part of Heineken’s strategy this year across major sporting events, as well as music festivals like Coachella.
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