Carlsberg Surprises Taxi Drivers with Unforgettable UEFA Nations League Experience

Carlsberg Creates Memorable Experience for Soccer-Fan Taxi Drivers

As the official beer sponsor of the UEFA Men’s National Team Football, Carlsberg took an innovative approach to recognize taxi drivers, a backbone of the nightlife economy who often miss out on live sporting events. Recent research shows that 90% of taxi drivers consider themselves football fans, yet a staggering 91% opted to work during major sporting events when they would rather be watching the matches. Carlsberg aims to show appreciation for these unsung heroes through the 'Fare Game' initiative.

During the UEFA Nations League Finals™ 2025, Carlsberg organized a surprise for a fleet of devoted football-loving taxi drivers. These drivers, initially booked for what they believed to be a routine fare, were taken to a specially created viewing area called 'The Fare Game' in Berlin. They arrived to find not just refreshments, but a full-watching experience where they could enjoy the match between Germany and Portugal on a big screen surrounded by fellow taxi drivers.

The initiative stemmed from a global survey commissioned by Carlsberg, which revealed that 60% of taxi drivers miss significant football matches due to their work commitments. Many reported an inability to take time off owing to financial pressures; the cost of choosing a match over work can amount to over £200. Hence, a majority end up missing out on iconic moments of sport while they are behind the wheel.

Upon arriving at the viewing area, drivers were treated to free Carlsberg 0.0, snacks, and an immersive football experience where they could cheer for their teams along with fellow fans. Additionally, the ride to this special event was fully covered by Carlsberg, allowing the drivers to enjoy the experience without any financial concerns.

This heartfelt gesture addressed the emotional disconnect taxi drivers often feel when they hear celebrations from matches they couldn’t attend—a scenario affecting 60% of them. Many expressed that they feel like less dedicated fans when unable to watch significant games live. A notable 58% have watched pivotal moments in the backseat with passengers, a reminder of their steadfast dedication to their jobs despite missing thrilling live matches.

Interestingly, a significant number of drivers assist fans in reaching the stadiums, with 57% confirming they've transported supporters who might have otherwise missed the games. This reliance on taxi services during major sporting events underscores the taxi drivers' critical role in sports culture while simultaneously limiting their own enjoyment of the matches.

Even when at work, taxi drivers find creative ways to catch up on scores. A notable 21% rely on radios, while almost a quarter ask their passengers for match updates. Many have even been known to take short breaks to follow highlights or stop mid-journey to watch key moments via live broadcasts.

Lynsey Woods, Global Brand Director at Carlsberg, stated, "Carlsberg is committed to ensuring everyone has access to the best in football. Through our partnership with UEFA, we've focused on creating unforgettable experiences for taxi drivers who often miss out on the world's greatest matches. We wanted to celebrate their contributions and provide them with a chance to enjoy the game alongside fellow passionate fans."

To complement this initiative, Carlsberg produced a short documentary capturing the emotional journey of the drivers and the event's highlights, emphasizing the sacrifices these taxi drivers make and the value of shared experiences. To further explore this exciting campaign, more information is available on the 'Fare Game' initiative on Carlsberg's website.

In supporting the national men's football team, Carlsberg continues striving to provide fans across the globe with remarkable access to leading football experiences. Founded in 1847 by brewer J.C. Jacobsen, Carlsberg has grown into one of the world’s major brewing groups, committed to brewing for a better present and future. This ethos is evident in their sustainable practices, creating value not just for shareholders but for society as a whole. For further details about Carlsberg Group, visit carlsberggroup.com.

The survey that inspired this initiative was conducted by Censuswide, encompassing 2,600 taxi drivers across the UK, Portugal, Germany, and China between May 15 and May 22, 2025, adhering to rigorous research standards.