Carlsberg Surprises Taxi Drivers with an Unforgettable Viewing Experience During UEFA Nations League Finals 2025
In an exciting revelation, Carlsberg made a memorable gesture for taxi drivers during the UEFA Nations League Finals™ 2025. Studies show that about 90% of these drivers identify as football fans, yet 91% often find themselves working during major sporting events. This results in significant financial losses, with their choice to miss a game costing them upwards of £200. Recognizing these sacrifices, Carlsberg launched an initiative aimed at giving back to these dedicated drivers, who frequently forgo watching live matches to support the nightlife economy.
As part of the ‘Fare Game’ initiative, a fleet of enthusiastic taxi drivers was booked under the pretense of a standard fare, only to discover they were being treated by Carlsberg to an extraordinary experience. Upon arriving at a designated location, the drivers were welcomed into a unique viewing zone designed just for them, dubbed "The Fare Game" at Berlin. With the UEFA Nations League Finals™ match between Germany and Portugal on a big screen, these drivers could finally immerse themselves in the football they usually have to miss.
Carlsberg, as the official beer partner of the UEFA Men's National Team Football, is dedicated to enhancing access to the world’s best football. Taxi drivers play an essential role in connecting fans to games while ensuring their safe travels. Yet, many miss out on experiencing the thrill of significant matches. A global study commissioned by Carlsberg found that nearly two-thirds of taxi drivers miss out on major games due to their work commitments, and over half can’t afford to take time off, with 86% citing financial pressure as a crucial factor.
The event provided these taxi drivers not only a break but an opportunity to enjoy the company of fellow fans, complemented by free Carlsberg 0.0 beers and delicious snacks. This setting encouraged camaraderie among the drivers, allowing them to cheer for their teams together. Importantly, Carlsberg covered the costs, ensuring each driver could appreciate the event without the worry of losing income.
The emotional impact of missing out on live sports events is evident, with 60% of taxi drivers expressing feelings of sadness when they hear celebrations from fans while on duty, and 58% feeling less engaged as supporters when they can’t watch due to work. Many drivers also miss out on the shared experience of watching the game with family and friends.
Moreover, taxi drivers assist fans in reaching matches they might miss otherwise, with 57% noting that their rides have enabled fans to attend important games. Unfortunately, the nature of their work also requires them to rely on alternative methods to stay updated on match scores, such as listening to the radio or asking passengers for live updates.
This heartfelt initiative by Carlsberg not only aims to give back to taxi drivers but also highlights their vital role in the vibrant football culture. Lynsey Woods, Carlsberg's Global Brand Director, emphasized the company’s commitment to ensuring everyone has access to the best football experience, particularly the taxi drivers who keep cities moving yet often miss the excitement of big games. By creating this unforgettable experience, Carlsberg aims to honor the dedication of taxi drivers and connect them with the football community they cherish.
The ‘Fare Game’ would not be complete without capturing the stories of these passionate drivers. A short documentary film showcasing their emotional journey during the event has been produced, highlighting their sacrifices for the job and the joy of shared experiences with fellow fans. As part of its ongoing sponsorship with UEFA Men's National Team Football, Carlsberg continues to find ways to make football more accessible for its fans.
The Carlsberg Group, recognized since 1847, operates globally with a diverse portfolio of beverages and a commitment to responsible brewing practices aimed at promoting a better today and tomorrow. For more information, visit carlsberggroup.com.
As part of the ‘Fare Game’ initiative, a fleet of enthusiastic taxi drivers was booked under the pretense of a standard fare, only to discover they were being treated by Carlsberg to an extraordinary experience. Upon arriving at a designated location, the drivers were welcomed into a unique viewing zone designed just for them, dubbed "The Fare Game" at Berlin. With the UEFA Nations League Finals™ match between Germany and Portugal on a big screen, these drivers could finally immerse themselves in the football they usually have to miss.
Carlsberg, as the official beer partner of the UEFA Men's National Team Football, is dedicated to enhancing access to the world’s best football. Taxi drivers play an essential role in connecting fans to games while ensuring their safe travels. Yet, many miss out on experiencing the thrill of significant matches. A global study commissioned by Carlsberg found that nearly two-thirds of taxi drivers miss out on major games due to their work commitments, and over half can’t afford to take time off, with 86% citing financial pressure as a crucial factor.
The event provided these taxi drivers not only a break but an opportunity to enjoy the company of fellow fans, complemented by free Carlsberg 0.0 beers and delicious snacks. This setting encouraged camaraderie among the drivers, allowing them to cheer for their teams together. Importantly, Carlsberg covered the costs, ensuring each driver could appreciate the event without the worry of losing income.
The emotional impact of missing out on live sports events is evident, with 60% of taxi drivers expressing feelings of sadness when they hear celebrations from fans while on duty, and 58% feeling less engaged as supporters when they can’t watch due to work. Many drivers also miss out on the shared experience of watching the game with family and friends.
Moreover, taxi drivers assist fans in reaching matches they might miss otherwise, with 57% noting that their rides have enabled fans to attend important games. Unfortunately, the nature of their work also requires them to rely on alternative methods to stay updated on match scores, such as listening to the radio or asking passengers for live updates.
This heartfelt initiative by Carlsberg not only aims to give back to taxi drivers but also highlights their vital role in the vibrant football culture. Lynsey Woods, Carlsberg's Global Brand Director, emphasized the company’s commitment to ensuring everyone has access to the best football experience, particularly the taxi drivers who keep cities moving yet often miss the excitement of big games. By creating this unforgettable experience, Carlsberg aims to honor the dedication of taxi drivers and connect them with the football community they cherish.
The ‘Fare Game’ would not be complete without capturing the stories of these passionate drivers. A short documentary film showcasing their emotional journey during the event has been produced, highlighting their sacrifices for the job and the joy of shared experiences with fellow fans. As part of its ongoing sponsorship with UEFA Men's National Team Football, Carlsberg continues to find ways to make football more accessible for its fans.
The Carlsberg Group, recognized since 1847, operates globally with a diverse portfolio of beverages and a commitment to responsible brewing practices aimed at promoting a better today and tomorrow. For more information, visit carlsberggroup.com.
Topics Entertainment & Media）
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