Carlsberg turns cab shifts into match-day magic in surprise fan stunt

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In a brand activation that merged football fandom with heartfelt storytelling, Carlsberg surprised a group of unsuspecting taxi drivers with the ultimate viewing experience for the UEFA Nations League Finals 2025.

Titled “Fare game", the campaign saw a fleet of drivers, who thought they were picking up standard fares, taken instead to a custom-built viewing zone in Berlin to catch the semi-final clash between Germany and Portugal. The initiative was part of Carlsberg’s ongoing sponsorship of UEFA Men’s National Team Football.

At the heart of the campaign is a short documentary that charts the emotional journey from surprise to celebration, spotlighting the everyday sacrifices taxi drivers make, and the joy of sharing live football with fellow fans.

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The film opens with three drivers reflecting on what it means to be a football fan who rarely gets to watch the game live. Many spoke of working through major matches, unable to afford time off.

Unaware of what lay ahead, the drivers are later booked for a mystery ride. Their destination? A stadium-style setup at the "Fare game" cab park, complete with a giant cinematic screen, free Carlsberg 0.0, snacks, and a cheering crowd of fellow cabbies. Adding to the surprise, Carlsberg also covered their missed fares for the night.

Recognising the essential role drivers play in the nightlife and sports-viewing ecosystem, getting fans to and from games, often at the cost of missing out themselves, Carlsberg aimed to flip the script and give them a moment in the spotlight.

The campaign was grounded in global research commissioned by the brand, which found that while nine in ten drivers consider themselves football fans, 60% regularly miss key games due to work. Financial pressures were a major factor, with 86% saying they couldn’t justify taking time off. Some reported losing out on over £200 per match, a steep cost for being a fan behind the wheel.

According to Carlsberg, the emotional toll was just as significant. Many drivers said hearing street celebrations while working deepened their sense of missing out, and more than half admitted to feeling like “less dedicated fans” as a result. Others confessed to sneaking glimpses of matches during breaks, relying on radio updates, or even asking passengers for the score.

"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," said Lynsey Woods, global brand director at Carlsberg.

She added, "We recognised that the dedication of taxi drivers to keep our city moving often 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."

Speaking on the experience, Mehdi Tamaz, a taxi driving football fan said, "That was incredible. I was very surprised, I felt like a superstar. I had no idea about anything. There were so many people cheering us on. Thank you, Carlsberg, for giving us the opportunity to enjoy the match. It was just incredible."

Carlsberg isn’t the only beer brand putting football fans front and centre. In May, Heineken launched “Trust Bars” in Seoul, a series of 24/7 self-service bars designed to help Korean fans catch UEFA Champions League matches, no matter the hour.

Rolled out in the Hongdae district during the tournament’s semi-finals, the activation lets customers order, pay, and pour their own pints using fully automated self-payment terminals. Developed by LeGarage, the innovation arm of creative agency LePub, the terminals were built with scalability in mind, opening the door for expansion into markets such as Japan and Singapore.

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