Heineken has launched ‘Cheers To All Fans’ in Australia, a new sponsorship platform built on the belief that fandom is one of the quickest ways to spark a connection between strangers.
Rooted in Heineken’s long-standing belief in the importance of sociability, and inspired by the book Fans Have More Friends by Ben Valenta and David Sikorjak, the platform reflects how shared passions help people connect naturally. It’s the first time Heineken is bringing together its sponsorships across football, Formula 1 and music festivals, using fandom as both a social catalyst and a way to elevate social experiences in a world that can feel increasingly lonely.
New research commissioned by Heineken research shows that three-quarters (75 per cent) of fans say their fandom has helped them meet new people, making it one of the fastest ways to create bonds at a time when many people are missing IRL connections more than ever before.
Three in five (59 per cent) say it’s helped them forge some of their closest friendships and 75 per cent say watching sports with other fans, even if they’re not fans of the same team, makes the experience better.
Football topped the list as one of the greatest social connectors, with 72 per cent of fans saying language is not a barrier when it comes to making football mates in a bar.
The new ‘Cheers To All Fans’ platform celebrates the spontaneous friendships that spark between fans every time a game, a match or a gig is on. A new hero video featuring Heineken’s most renowned brand ambassadors – Max Verstappen, Virgil Van Dijk, and DJ Martin Garrix – captures the essence of fans coming together, depicting the famous faces (among others) bonding over a shared passion for sport and music. And just like that, strangers turn into friends in a matter of a goal, an overtake or a song, highlighting the power of fandom when it comes to sparking new connections.
It follows the launch of the platform globally via a social experiment in New York earlier this year. Partnering with Zac Alsop, Heineken set out to test whether fans would really show up for one another when it mattered. The experiment followed Joe, an Australian living in New York, who found himself without anyone to watch Liverpool play Qarabağ FK in the final group match of the UEFA Champions League. Like many people, despite having a life and routine in a big city, he was facing the prospect of watching one of football’s biggest nights alone.
To help his friend and prove that Fandom is a great way to connect, Zac handed out flyers across Manhattan with Joe’s face and a simple request – Have A Beer With Me – inviting fellow fans to join him to watch the match on 28 January 28. No incentives – just an open invitation to the football community.
Fans from across New York responded in droves, with hundreds turning up to support a fellow fan they had never met before – and the event quickly gained traction across social media. Unbeknownst to Joe, Heineken transformed Central Park Tavern – where the meet up took place – into a ‘’Champions League-level’’ viewing experience, flying in the UEFA Champions League trophy alongside football legend Bastian Schweinsteiger who was behind the bar serving beers for fans who made the effort to come.
The platform will continue to roll out throughout 2026 at key moments in the football, F1 and music festival calendar – including F1 Melbourne, the UEFA Champions League Final, UEFA Women’s Champions League Final, Coachella and other Grand Prix weekends worldwide.
“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,” Max Verstappen, F1 driver and Heineken ambassador said.
“That’s why I’m proud to be part of this 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!
“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,” echoed Nabil Nasser, global head of Heineken.
“As a champion for social life Heineken®’s new platform is about turning those shared moments into real connections wherever they are in the world.”
“After years of exploring fandom, I know how truly social it is at its core. It’s all about community – not just what you love, but who you share that passion with. We are all social creatures by nature, and social connection is a critical component of a happy, fulfilled life,” concluded David Sikorjak, co-author of Fans Have More Friends.
“I’m excited to see Heineken embrace this truth by not just sponsoring events but by using the power of these events to build communities – showing us how fandom creates local interactions on a global scale and how a simple shared moment can turn strangers into friends.”
