Translating the Game
Heineken has rolled out an out‑of‑home campaign designed to bridge the gap between soccer’s global lexicon and the lexicon of American sports fans. Working with LePub NY, the brand is translating key soccer terms into familiar football, baseball and basketball language, aiming to make the World Cup more approachable for U.S. audiences.
The execution spans digital OOH assets in select host cities, including New York, Philadelphia and Atlanta. Screens placed near fan festivals, stadiums, transit hubs and even within the New York subway system display live score updates and explanatory graphics that recast soccer jargon in terms that resonate with U.S. sports culture.
Guilherme de Marchi Retz, vice president of marketing at Heineken USA, explained that the initiative seeks to turn conversations into connections, aligning with Heineken’s global “Fans Have More Friends” platform. “Our goal is to make the game feel familiar, no matter the terminology,” he said.
The creative effort is bolstered by LePub’s broader roster of partners, which includes Tecate, Barilla, Samsung and Dos Equis. Each brand contributes to the narrative, reinforcing the idea that shared experiences across sports can foster new friendships and deeper engagement.