A novel approach to Volunteer Time Off
Heineken has introduced a program that lets soccer fans apply their Volunteer Time Off benefits to attend community service projects that are timed with upcoming matches. By aligning volunteer shifts with game days, the company hopes to transform idle VTO hours into meaningful civic participation.
Research conducted by the brewer revealed that more than half of U.S. desk workers have admitted to fabricating excuses to their employers in order to catch a live soccer broadcast, underscoring a widespread desire to watch the sport without sacrificing work responsibilities.
Quote from Heineken leadership
"We realized that many Americans have access to Volunteer Time Off but rarely put it to use," said Guilherme de Marchi Retz, vice president of marketing at Heineken USA. "Our new initiative flips the script, turning that unused time into an opportunity to give back while still enjoying the games they love."
Interested participants can register for local volunteer opportunities that coincide with specific match schedules through a dedicated portal, HeinekenFanVolunteers.com, which lists available projects and provides step‑by‑step guidance for signing up.
Packaging the Promise
The campaign is being rolled out under Heineken’s broader "Fans Have More Friends" platform, which seeks to deepen the brand’s connection with soccer supporters by integrating social responsibility with fan culture. In addition to the program, Heineken will reinforce its "Official Beer of Soccer" positioning with specially designed packaging and retail displays that highlight the volunteer‑match synergy, aiming to capture the attention of both consumers and retailers.