FIFA WORLD CUP
We’ re making it easy for fans to utilise Volunteer Time Off, a benefit they likely already have in their favour, so they can potentially watch matches aired during working hours together
Alison Payne Chief Marketing Officer Heineken
to accommodate staff and maintain operational standards. Heineken is one such company.
In the run-up to the FIFA World Cup 2026, Heineken has introduced its‘ Heineken Fan Volunteers’ campaign, a first-of-its-kind initiative designed to bring attention to an employee benefit rarely used by its staff – Volunteer Time Off( VTO). The campaign has been designed to turn this benefit into a new way for football fans to connect and give back to their communities.
Employees at Heineken are offered up to three days per year of paid VTO, which sits outside of their regular PTO policy.
“ We’ re making it easy for fans to utilise Volunteer Time Off, a benefit they likely already have in their favour, so they can potentially watch matches aired during working hours together, give back to their communities and connect with other fans over a Heineken,” says Alison Payne, Chief Marketing Officer of Heineken USA.
The campaign was launched alongside a company film, styled as a corporate training video that introduces Heineken Fan Volunteers as a solution to match viewing.
According to Heineken, this fan volunteers initiative is designed to remove barriers for employees who want to watch World Cup Matches during the work day.
82 June 2026