We’ve laid on the perfect ride to give taxi drivers access to the sport they love during the UEFA Nations League Finals™ 2025.

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At Carlsberg, we believe in helping more people access more of the best. That’s why we give back to those who often miss out on incredible life moments. Did you know that nine out of ten taxi drivers around the world are football fans? Yet they're typically the ones who sacrifice watching the game for their work, driving fans to stadiums and pubs while missing the action themselves. It’s a tough choice that can cost them over 200 (£/EUR) every time they choose football over fares.

The Fare game

We wanted to change that. So on the night of UEFA Nations League Finals™ 2025 Semi Final 1 between Germany and Portugal, a group of drivers in Berlin received what seemed like regular bookings. Standard pickup, standard destination - or so they thought.

Instead of dropping off passengers, we surprised them with a viewing experience unlike anything they’d seen before, offering unprecedented access to the best of the beautiful game. The Fare Game cab park was the ultimate spectator zone, where, with complimentary Carlsberg 0.0 beer and tasty snacks, our taxi drivers could cheer on their national team in front of a cinematic screen. For once, they were able to kick back, relax and finally enjoy the opportunity to watch the sport they love together.

The Reality

Most people don't realise the sacrifice these dedicated drivers make. They spend match nights listening to street celebrations through rolled-down windows, asking passengers for score updates, and catching crucial moments on phone screens between rides.

An astonishing 60% miss major matches because they can't afford the time off. They're busy getting everyone else to the game – in fact 57% have helped fans make matches they would have otherwise missed. They're the backbone of match night, but they experience the most significant football moments with passengers in their backseat.

This time, we at Carlsberg decided to provide them with an experience they would truly remember, because everyone deserves to access the best moments in life.