The FIFA World Cup 2026 It’s still months away from landing in North America, but one company is already showing the global camaraderie that should be expected in the U.S. for the game of soccer.

Heineken wanted to prove this fandom can turn strangers from any background into friends with a clever social experiment for its launch of “Fans Have More Friends,” a new global sponsorship platform.

The beer brand was inspired by the book of the same name, written by Ben Valenta and David Sikorjak, and Heineken brought together some sponsors of football, Formula 1 and music festivals, using fandom as a social catalyst and a way to elevate social experiences in a world that can sometimes feel increasingly lonely.

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Heineken’s New York City soccer social experiment and an Australian who just moved to town worked. (Heineken/Fox News)

Heineken teamed up with social creator Zac Alsop this week to run a social experiment on Matchday 8, one of the busiest nights in world football. The experiment followed Joe, an Australian who recently moved there New York City and found himself without anyone to watch Liverpool face Qarabağ FK in the final UEFA Champions League group game.

Alsop began handing out flyers around town, featuring Joe in a picture and a message that read, “Have a beer with me.” No special incentives, no freebies, just an open invitation to watch some football and enjoy new company.

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Heineken research found that 75% of fans say their fandom helped them meet new people, creating bonds that last a lifetime (59% say they forged close friendships). With football, and sports in general, language is not a barrier to watch.

New Yorkers responded in droves, and hundreds turned out at Central Park Tavern despite freezing temperatures and streets to support Joe. Heineken also helped elevate the experience, decorating the pub in a “Champions League level” viewing experience, which included some special guests.

Australia’s Bastian Schweinsteiger, Zac Alsop and Joe with the UEFA Champions League trophy. (Heineken/Fox News)

The UEFA Champions League trophy was presented alongside German football legend Bastian Schweinsteiger, who served behind the bar.

“Tonight reminded me why I love this sport,” Joe said in an official Heineken statement. “I went in expecting a couple people to show up and I didn’t know anyone. Now, I feel like I’ve met a whole bunch of new friends… It’s amazing how quickly this common ground can bring so many strangers together.”

This is just the beginning for Heineken as it begins the rollout of a multi-channel platform that will see the debut of the Fans Have More Friends TV ad in the US this week and 50 markets to follow. The campaign features some of Heineken’s best-known ambassadors, including Dutch soccer star Virgil Van Dijk, Formula 1 superstar Max Verstappen and global DJ Martin Garrix.

German football legend Bastian Schweinsteiger, Joe Alsop and Joe from Australia enjoy watching football with Heineken. (Heineken/Fox News)

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And what happened in New York is what should be expected this summer, as many from around the world will head to the states to enjoy something everyone loves.

“Fandom has an incredible ability to bring people together,” Nabil Nasser, global head of Heineken, said in a statement. “In football, F1 and music, we see how shared passions help people meet, connect and feel part of something bigger.”

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