Heineken shares its marketing strategy for the summer of soccer as World Cup hype ramps up

Heineken shares its marketing strategy for the summer of soccer as World Cup hype ramps up

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., …

Heineken urges US workers to embrace volunteer benefits and watch the World Cup

The brewer is offering soccer fans a way to find local volunteer opportunities that align with match days and is supporting the effort with a campaign.