Heineken Proves Fandom Turns Strangers Into Friends with New York-Based Social Experiment

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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. It’s amazing how quickly that common ground can bring so many strangers together. Heineken^® has tapped into the heart of what it means to be a fan.”

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David Sikorjak, co-author of
the book Fans Have More Friends said: “As someone with years of experience with the emotional ups and downs of the fan experience, I have always had a sense that being a fan is about being part of a community. But after years of studying fandom, I can say that the evidence behind fandom’s social benefits is conclusive. The bigger the fan, the more friends; the more friends, the happier, more fulfilled, and more satisfied one is. With this new platform from Heineken, I’m excited to see a brand lean into this insight by inspiring fans to come together and make the most of these social benefits.”

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The experiment in New York kicks off a multi-channel platform launch by Heineken^®, which sees the Fans Have More Friends television ad debut this week in the USA, with a further 50 markets to follow.

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The campaign celebrates the spontaneous friendships that spark between fans every time a game, a match or a gig is on. Featuring Heineken^®’s most renowned brand ambassadors – Max Verstappen, Virgil Van Dijk, and DJ Martin Garrix – the TVC captures the essence of fans coming together, depicting the famous faces (among others) bonding over a shared passion for sport and music.

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The platform will continue to roll out throughout 2026 at key moments in the football, F1^® and music festival calendar – including the UEFA Champions League Final, UEFA Women’s Champions League Final, Coachella and Grand Prix weekends worldwide.

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Formula 1 Driver, Max Verstappen, who has been a Heineken^® 0.0 ambassador since 2023, comments “Formula 1 fans are among the most passionate in the world. Whether they’re cheering for me, another driver, or any team on the grid, 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. It’s all about using these powerful passions—whether in F1^®, football, or music—to help people find ‘their people’. I can cheers to that!”

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Nabil Nasser, Global Head of Heineken^®, said: “Fandom has an incredible ability to bring people together. Across football, F1^® and music, we see how shared passions help people meet, connect and feel part of something bigger. As a champion for social life Heineken^®’s new platform – Fans Have More Friends – is about turning those shared moments into real connections wherever they are in the world.”

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Notes to editors

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Research:
Heineken^® commissioned survey of 10,000 F1, football and music fans of legal drinking age in the UK, USA, Brazil, Mexico, Italy, Spain, Vietnam, China, Nigeria and South Africa. Conducted by Focal Data, January 2026.

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About Fans Have More Friends (FHMF):
Fans Have More Friends is Heineken^®’s global sponsorship platform that champions sociability by showing that fandom is better when shared, especially with a Heineken^®. By uniting Heineken^® sponsorships under one platform, the brand turns peak fan energy into real-world connection, enabling shared experiences and building communities around the biggest cultural moments.