Carlsberg surprises taxi drivers with VIP match experience

Carlsberg, the official beer of UEFA Men’s National Team Football, pulled off a heartwarming surprise for football-loving taxi drivers during the UEFA Nations League Finals 2025. The initiative, titled Fare Game, turned what seemed like routine pick-ups into an unforgettable night for hard-working drivers who rarely get to enjoy matches live.

A group of unsuspecting drivers, all passionate football fans, were brought to a specially created “Fare Game cab park” in Berlin. There, they were treated to a VIP-style viewing of the semi-final clash between Germany and Portugal on a giant screen. With free Carlsberg 0.0, snacks, and the cost of their shift covered, the drivers enjoyed the match stress-free among fellow fans.

The initiative was inspired by Carlsberg-commissioned research, which revealed that 9 in 10 taxi drivers are football fans, but 60 percent regularly miss big games due to work and financial pressures. More than half say they’ve had to sacrifice match time to avoid losing up to £200 per shift.

Lynsey Woods, Global Brand Director at Carlsberg, said, “We wanted to recognise the unsung heroes who keep our cities moving and often miss out on football’s biggest moments. Fare Game gave them the experience they truly deserve.”

A short documentary capturing the emotional surprise and match-night moments will accompany the campaign, reinforcing Carlsberg’s ongoing mission to bring fans closer to the game.