Heineken's NYC social experiment proves connecting soccer fans will be easy ahead of FIFA World Cup

The 2026 FIFA World Cup is still months away from landing in North America, but one company is already showing the global camaraderie that should be expected across the United States for the game of soccer.

Heineken wanted to prove that fandom can turn strangers from any background into friends with a clever social experiment for their "Fans Have More Friends" launch, a new global sponsorship platform.

The beer brand was inspired by the book of the same name, authored by Ben Valenta and David Sikorjak...