Heineken celebrates shared passion with 'Fans Have More Friends' campaign

New global sponsorship platform aims to bring fans together through shared interests in sports, music, and more

Feb. 1, 2026 at 9:15pm

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Heineken has launched a new global sponsorship platform called 'Fans Have More Friends' that is built on the belief that fandom is one of the quickest ways to spark connections between strangers. The platform will bring together Heineken's sponsorships across football, Formula 1, and music festivals, using fandom as a way to elevate social experiences. Research commissioned by Heineken shows that 75% of fans say their fandom has helped them meet new people, making it a fast way to create bonds, especially as many people are missing in-person connections.

Why it matters

In an increasingly isolated world, Heineken's new platform aims to leverage the power of shared passions to help people forge new connections and friendships. By bringing together its diverse sponsorships under one 'Fans Have More Friends' umbrella, Heineken is positioning itself as a champion of social life and community-building through fandom.

The details

The 'Fans Have More Friends' platform was inspired by a book of the same name and will include a social experiment where Heineken helped a Liverpool fan in New York City find fellow fans to watch a UEFA Champions League match with. Hundreds of fans showed up to support the stranger, proving the power of fandom to bring people together. The campaign will also feature a TV ad directed by Frederik Bond and produced by Stink Films, celebrating the spontaneous friendships that form between fans. The platform will continue to roll out globally throughout 2026, activating at key moments in football, F1, and music events.

  • The 'Fans Have More Friends' platform launched this week.
  • The social experiment in New York City took place on January 28, 2026.
  • The campaign TV ad will debut this week in the USA, with 50 more markets to follow.

The players

Heineken

A global beer brand that is launching the 'Fans Have More Friends' sponsorship platform.

Zac Alsop

Partnered with Heineken to carry out a social experiment testing whether fans would support a fellow fan in need.

Joe

An Australian living in New York who was facing watching a big UEFA Champions League match alone, until Heineken helped connect him with fellow fans.

Bastian Schweinsteiger

A football legend who was behind the bar serving beers for fans who showed up to support Joe in the social experiment.

David Sikorjak

Co-author of the book 'Fans Have More Friends' that inspired Heineken's new platform.

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What they’re saying

“Fandom has an incredible ability to bring people together. Across football, F1® and music, we see how shared passions help people meet, connect and feel part of something bigger. As a champion for social life, Heineken®'s new platform - Fans Have More Friends - is about turning those shared moments into real connections wherever they are in the world.”

— Nabil Nasser, Global Head of Heineken

“Fans Have More Friends is built on a simple human truth: passion connects people faster than anything else. By turning fandom into a platform for real-world interaction, we wanted to create an ecosystem that doesn't just celebrate fans, but actively brings them together, transforming shared passion into shared experiences.”

— Bruno Bertelli, Global CEO LePub, CCO LePub Worldwide

“As someone with years of experience with the emotional ups and downs of the fan experience, I have always had a sense that being a fan is about being part of a community. But after years of studying fandom, I can say that the evidence behind fandom's social benefits is conclusive. The bigger the fan, the more friends; the more friends, the happier, more fulfilled, and more satisfied one is. With this new platform from Heineken, I'm excited to see a brand lean into this insight by inspiring fans to come together and make the most of these social benefits.”

— David Sikorjak, Co-author of the book 'Fans Have More Friends'

What’s next

Heineken plans to continue rolling out the 'Fans Have More Friends' platform throughout 2026 with 360 assets and activations at key moments in the football, F1, and music calendar, including the UEFA Champions League Final, UEFA Women's Champions League Final, Coachella, and Grand Prix weekends worldwide.

The takeaway

Heineken's new 'Fans Have More Friends' platform taps into the power of shared passions to help people forge meaningful connections in an increasingly isolated world, positioning the brand as a champion of community-building and social life.