Not all heroes wear capes — some drive cabs. For most football fans, these heroes stand behind the wheel, driving them to big, important matches. Unfortunately, for the football-fanatic cabbies themselves, this translates to missing out on the experiences they often help others enjoy.
Despite wishing to be watching the game live, many cab drivers choose to work during the match, as not many of them can afford to take the time off. Actually, 58% of them can’t afford to skip the shift, with 86% citing financial pressure as one of the driving factors. If they eventually decide to take the time off, they could lose up to around £200.
The insights are drawn from a global study commissioned by beer brand Carlsberg, the official Beer of UEFA Men’s National Team Football and probably the best hero these unsung heroes could ask for. Just in time for the UEFA Nations League Finals™ 2025, Semi Final 1 between Germany and Portugal, the beer brand booked 30 unsuspecting cab drivers in Berlin, all under the impression they were on a routine fare. However, when they arrived at the destination, a surprise awaited them.
Upon arrival, a cinematic screen, Carlsberg 0.0 beer, and tasty snacks awaited them. Created by the brand as a cab park where they can enjoy the big match, “The Fare Game” experience allowed the drivers to relax and cheer on their team. And because Carlsberg knows that taking a break impacts cabbies’ income, it offered to cover their full fare.
“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 like-minded, passionate fans,” explained Lynsey Woods, Global Brand Director at Carlsberg.
“That was incredible. I was very surprised, I felt like a superstar. I had no idea about anything. There were so many people cheering us on. Thank you, Carlsberg, for giving us the opportunity to enjoy the match. It was just incredible!” said taxi-driving, football fan Mehdi Tamaz.
Carlsberg documented the reactions of other cabbies as well, bringing their impressions together in a one-and-50-second-long video. Check it out below:
CREDITS
Brand: Carlsberg
PR: Hope&Glory
