Instead of staff secretly watching games at their desks, employees can use their VTO for a shared fan experience, volunteering with local charities and communities alongside fellow football fans – coming together to possibly watch a match.
For the World Cup, employees will be able to find, through Heineken, local volunteer opportunities that align with match days.
Each of these activations will be hosted in partnership with registered nonprofit organisations, so Heineken can ensure that a meaningful community impact is made while championing the fan experience.
Before the FIFA World Cup 2026, Heineken launched the employee initiative in Miami and New York City in early May, with employees using their VTO benefit while watching the UEFA Semi-Finals.
This helped create a positive impact in local communities, says Heineken, while also giving staff the opportunity to connect over a shared interest with people they may not have worked with otherwise.
Close to 200 Fan Volunteers joined the initiative across both cities. In New York City, they packed 3,250 meals for Broadway Community’ s soup kitchen, and in Miami they cleared 3,100 square feet of green space at Virginia Key Beach.
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