Carlsberg shocks taxi drivers with Nations League watchalong

In a new activation from Carlsberg, a fleet of football-fanatic taxi drivers were booked and surprised with the opportunity to watch the UEFA Nations League Finals 2025, Semi Final 1 between Germany and Portugal.

As the official beer of UEFA Men’s National Team Football, Carlsberg created the ‘Fare Game’ event to give back to ‘drivers who so often miss out on watching football live.’ ​

This comes as global research, commissioned by Carlsberg, revealed that whilst 9 in 10 taxi drivers around the world call themselves football fans, 1 in 2 (53%) miss major football matches due to work.

The taxi drivers arrived at The Fare Game cab park in Berlin to watch the match on a cinematic screen. With Carlsberg 0.0 beer available for free, the delighted drivers could kick back, cheer on their national team with fellow drivers.

Lynsey Woods, Global Brand Director at Carlsberg said, “Carlsberg is committed to giving everyone access to the best of football and through our new partnership with UEFA, we were able to make this happen for some of the biggest fans out there – taxi drivers.​

“We recognized that the dedication of taxi drivers to keep our city moving often meant they missed out on the biggest matches globally. So, we wanted to create an unforgettable experience for them and offer taxi drivers access to the game, allowing them to enjoy the best of football surrounded by other likeminded passionate fans.”​