By Julia Waldow • May 14, 2026 •
This story was first published by Digiday sibling Modern Retail.
Heineken USA is pouring more marketing dollars into soccer this year ahead of the 2026 FIFA World Cup.
The brewing company, which has trademarked itself as “the official beer of soccer,” is not an official World Cup sponsor. However, it’s getting in on the larger summer soccer hype by launching a limited-edition soccer-themed 12-pack and 24-pack in retail partners across the U.S., including Publix. Heineken is also planning watch parties in various U.S. cities, including Los Angeles, Houston, Philadelphia, New York City, Miami and Dallas. And, it’s building out a new brand platform called “Fans Have More Friends” that consists of TV ads, events and more. The brand platform is a key part of Heineken’s strategy this year across major sporting events, as well as music festivals like Coachella.
Heineken has long embedded itself in the sport of soccer by partnering with both Major League Soccer and the International Champions Cup. For 30 years, Heineken also sponsored the UEFA Champions League, although that partnership will end in 2027. Now, in a year in which the World Cup is set to return to North America for the first time in three decades, Heineken is increasing its soccer spend by 189% year over year to capitalize on the sport’s rapid growth across the Atlantic.
