As the official beer of UEFA men’s National Team Football, Carlsberg created the ‘Fare Game’ event as a thank you to drivers who frequently miss out on live football matches.

Global research commissioned by Carlsberg indicates that while 9 in 10 taxi drivers worldwide identify as football fans,53% are forced to miss major football matches due to their work schedules.

The taxi drivers were transported to The Fare Game cab park in BERLIN to view the game on a cinematic screen. Free Carlsberg 0.0 beer was provided, allowing the delighted drivers to relax and support their national team alongside fellow drivers.

Lynsey Woods, Global Brand Director at Carlsberg, stated, “Carlsberg is committed to giving everyone access to the best of football and through our new partnership with UEFA, we were able to make this happen for some of the biggest fans out there – taxi drivers.“

Woods added, “We recognized that the dedication of taxi drivers to keep our city moving frequently enough meant they missed out on the biggest matches globally. So, we wanted to create an unforgettable experience for them and offer taxi drivers access to the game, allowing them to enjoy the best of football surrounded by other likeminded passionate fans.“

“Carlsberg is committed to giving everyone access to the best of football… we were able to make this happen for some of the biggest fans out there.”

The Growing Popularity of Experiential Marketing in Sports

Carlsberg’s “Fare Game” event exemplifies the growing trend of experiential marketing within the sports industry. Brands are increasingly seeking innovative ways to connect with consumers on a personal level, creating memorable experiences that foster brand loyalty and generate positive word-of-mouth.

By offering taxi drivers a unique opportunity to watch a major football match, Carlsberg not only demonstrated its commitment to football fans but also created a powerful brand association with enjoyment, community, and appreciation.

UEFA and Brand Partnerships

The partnership between Carlsberg and UEFA highlights the significance of brand collaborations in the world of football. these partnerships provide brands with a platform to reach a vast and engaged audience, while also supporting the growth and promotion of the sport.

As the official beer of UEFA Men’s National Team Football, Carlsberg benefits from extensive brand visibility across UEFA events, strengthening its position as a leading supporter of football at all levels.