In Copenhagen, Denmark (ots/PRNewswire)
- 9 out of 10 taxi drivers consider themselves football fans, but 91% have chosen to work when a sports broadcast is on, even though they would love to watch it
- Research has shown that every time they forgo their fare to watch the game they love, they incur lost earnings of over £200
- To give back to the taxi drivers, Carlsberg treated them to a free evening and booked a ride for them that they will never forget
- Arriving at a surprising location, the unsuspecting drivers were treated like football fans and had the opportunity to watch the Germany vs Portugal game at the UEFA Nations League Finals™ 2025 alongside other drivers – with Carlsberg covering the costs.
A fleet of football-loving taxi drivers was booked for what seemed like a regular fare, only to arrive and discover that they were surprised by Carlsberg with the opportunity to watch the UEFA Nations League Finals™ 2025, Semi-final 1 between Germany and Portugal in the ultimate football environment.
As the official beer of the UEFA Men’s National Team Football, Carlsberg aims to make access to the best football games in the world easier. Recognizing the vital role taxi drivers play in the nightlife economy and ensuring fans can enjoy the game to the fullest and get home safely, Carlsberg launched the „Fare Game“ event to give back to these drivers who often miss out on experiencing live football.
A global study commissioned by Carlsberg found that while 9 out of 10 taxi drivers worldwide consider themselves football fans, almost two-thirds (60%) miss out on major football matches due to their work. More than half (58%) simply cannot afford to take time off, with financial pressure being a key factor (86%). When they make the tough decision to watch a game and forego the fare, they can lose up to £200 – showing how costly it truly is to be a fan behind the wheel. Perhaps that’s why 9 out of 10 choose to work when a sports broadcast is on, even though they would love to watch.
The taxi drivers arrived at „The Fare Game“ taxi park, the ultimate viewing area set up by Carlsberg in Berlin specifically for the drivers to watch the game on a cinema screen. With complimentary Carlsberg 0.0 beer, the excited drivers could relax, enjoy tasty snacks, and cheer on their national team alongside other drivers. Added to this was the assurance that Carlsberg would cover the full fare, so they wouldn’t be left high and dry.
With such a passion for the sport, missing out on major sporting events also affects taxi drivers personally. Six out of ten taxi drivers feel like they’re missing out on a major sporting event when they hear cheers during the ride, and another 58% feel like they are less engaged fans when they can’t watch sports events live due to work.
Two-fifths (58%) of taxi drivers say the thing they miss most when choosing work over football is the shared experience of watching the game with their loved ones and other fans. And for working professionals, this means often following an important moment like a semifinal game with a passenger in the car (57%).
Football fans often rely on taxi drivers to get to the game. 57% have helped them reach games they would likely have missed. However, this dependence on taxi drivers often means many have to resort to other ways to stay informed about the latest results. One-fifth (21%) rely on the radio to stay updated on game events, and almost a quarter (26%) ask their fellow passengers for current game information. Meanwhile, more than a quarter are forced to use their breaks to watch the highlights (28%), or have even stopped during the ride to catch the live moments of a game (27%).
Lynsey Woods, Global Brand Director at Carlsberg, said: „Carlsberg is committed to providing access to the best football to everyone, and through our new partnership with UEFA, we were able to do this for some of the biggest fans out there – taxi drivers.“
„We recognize that the dedication of taxi drivers who keep our city moving often means they miss out on the world’s biggest games. That’s why we wanted to offer them an unforgettable experience and provide taxi drivers with access to the game so they can enjoy the best of football amidst other like-minded passionate fans.“
To bring the campaign to life, a short documentary was filmed, capturing the emotional journey of the drivers and the best moments of the event. The film highlights the sacrifices these drivers make and the power of shared experiences. Learn more about Fare Game here.
As part of the sponsorship of UEFA Men’s National Team Football, the Carlsberg brand will continue to provide fans with access to the best football.
About the Carlsberg Group:
Founded in 1847 by brewer J.C. Jacobsen, the Carlsberg Group is one of the world’s leading brewery groups with an attractive portfolio of beer and other beverage brands. With over 30,000 employees and a presence in more than 125 markets, the Group aims to brew for a better today and tomorrow. Responsible and sustainable operations support this purpose – driving efforts to create value for shareholders and society. For more information, visit carlsberggroup.com.
The study was conducted by Censuswide among 2600 taxi drivers (aged 18 and over) in the United Kingdom (1,000), Portugal (500), Germany (1,000), and China (100). The data was collected between 15/05/2025 and 22/05/2025. Censuswide supports and employs members of the Market Research Society and adheres to the MRS Code of Conduct and ESOMAR Principles. Censuswide is also a member of the British Polling Council.
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