Heineken has unveiled Fans Have More Friends, a new global sponsorship platform built on one simple truth: fandom is one of the fastest ways to connect strangers and turn shared passions into real friendships.
Rooted in the brand’s long-standing commitment to sociability, the platform draws inspiration from Fans Have More Friends, the book by Ben Valenta and David Sikorjak, which explores how being a fan naturally brings people together. For the first time, Heineken is uniting its major sponsorships across football, Formula 1, and music festivals, positioning fandom as a powerful social catalyst in a world where genuine IRL connections can feel harder to come by.
Fandom Is One of the Fastest Ways to Make Friends
New research commissioned by Heineken reveals just how impactful fandom can be. According to the study, 75% of fans say their passion has helped them meet new people, while 59% say it’s led to some of their closest friendships. Even rivalries don’t get in the way — three-quarters of respondents said watching sport with fans of other teams actually makes the experience better.
Football emerged as the strongest social connector, with 72% of fans saying language isn’t a barrier when it comes to making friends over the game in a bar. Whether it’s a Champions League night or a Grand Prix weekend, shared passion consistently breaks down walls.
The New York Experiment That Proved It All
To put those findings to the test, Heineken partnered with YouTuber Zac Alsop for a real-world social experiment in New York City.
The experiment followed Joe, an Australian living in New York who found himself with no one to watch Liverpool’s UEFA Champions League group match against Qarabağ FK with. Despite living in one of the world’s busiest cities, Joe was facing the reality of watching one of football’s biggest nights alone.
Zac stepped in with a simple idea. Flyers were handed out across Manhattan featuring Joe’s face and a single request: “Have A Beer With Me.” No prizes. No incentives. Just an open invitation to fellow fans to show up on January 28 and watch the match together.
They did — in their hundreds.
Fans from across the city turned up to support someone they had never met before, with the meet-up quickly gaining traction across social media. Unbeknownst to Joe, Heineken had transformed Central Park Tavern into a Champions League-level viewing experience, complete with the UEFA Champions League trophy and football icon Bastian Schweinsteiger serving beers behind the bar.
“Football Doesn’t Care Where You’re From”
Speaking on the night, Joe said:
“Tonight reminded me why I love the sport. I walked in expecting a couple of people to show up and not knowing anyone. Now I feel like I’ve met a whole group of new friends. Football doesn’t care where you’re from or how long you’ve been there – the shared passion connects people instantly.”
David Sikorjak, co-author of Fans Have More Friends, added:
“After years of studying fandom, I can say the evidence behind its social benefits is conclusive. The bigger the fan, the more friends; the more friends, the happier and more fulfilled people are. It’s exciting to see a brand like Heineken lean into this truth and inspire fans to come together.”
A Global Rollout Across Sport, F1 and Music
The New York experiment marks the launch of a multi-channel global campaign, with the Fans Have More Friends TV advert debuting in the US this week and rolling out across 50 additional markets.
The campaign celebrates spontaneous friendships formed at matches, races and gigs, featuring Heineken ambassadors Max Verstappen, Virgil van Dijk, and Martin Garrix bonding over shared passions for sport and music.
The platform will continue throughout 2026, activating around key moments including the UEFA Champions League Final, UEFA Women’s Champions League Final, Coachella, and major Formula 1 Grand Prix weekends worldwide.
Max Verstappen on Why Fandom Matters
Formula 1 World Champion Max Verstappen, a Heineken 0.0 ambassador since 2023, commented:
“Formula 1 fans are among the most passionate in the world. That shared energy is what makes every race weekend so special — it creates an environment where people truly connect. That’s why I’m proud to be part of the ‘Fans Have More Friends’ platform.”
Heineken on Championing Social Life
Nabil Nasser, Global Head of Heineken, said:
“Fandom has an incredible ability to bring people together. Across football, F1® and music, shared passions help people connect and feel part of something bigger. Fans Have More Friends is about turning those moments into real connections, wherever people are in the world.”
You can watch the full New York social experiment via Heineken’s Instagram and learn more about the brand at Heineken.com.
