# Work-Skipping Sports Campaigns Heineken Wants Bosses to Let Employees Watch the World Cup at Work By Laura McQuarrie | Published 2014-06-28 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/world-cup-at-work References: [prexamples](http://prexamples.com/2014/06/braziliannoshow-heineken-challenge-for-bosses/) & [heinekenusa](http://heinekenusa.com/) Most parts of North America are pretty lucky this year because there's not too much of a time difference between Brazil, where the 2014 FIFA World Cup games are going on—but instead of going on overnight, the games go on during the day, making many people tempted to watch the World Cup at work. To address this issue, [Heineken USA](https://www.trendhunter.com/trends/heineken-house) is staging the [#BrazilianNoShow challenge](https://www.trendhunter.com/trends/teams-meeting), asking American bosses to pick a game day and let its employees watch the match. As Nuno Teles, the CMO of Heineken USA describes, by deciding to take part in the challenge and making it official with a tweet to @heineken_us, Heineken may decide to sponsor the event and make the time off work even more enjoyable by [providing chilled beers](https://www.trendhunter.com/trends/go-for-dos) to watch with the game. ## Trend Insights (Trend Hunter) - Score: 2.6/10 - Popularity: 12% | Activity: 58% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial - Top markets: South America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What Makes This Trend Stand Out - **Work-skipping Sports:** Opportunity for companies to embrace employees' interest in sports events and create a more engaging work environment. - **Employee Engagement:** Opportunity to increase employee satisfaction and productivity by allowing them to watch sports events at work. - **Event Sponsorship:** Opportunity for brands to sponsor sports events and enhance their brand image. ### Sectors Adopting This - **Beverage:** Beverage companies can leverage sports events to promote their products and enhance customer experiences. - **Event Management:** Opportunity for event management companies to organize sports viewing events for employees and create unique corporate experiences. - **Marketing:** Marketers can utilize sports events to create engaging campaigns and connect with their target audience. ## Related on Trend Hunter - [Anti-Burnout Beer Campaigns](https://www.trendhunter.com/trends/antiburnout.md) - [Sporty Laundromat Takeovers](https://www.trendhunter.com/trends/laundromatch.md) - [Interactive Soccer Campaign](https://www.trendhunter.com/trends/michelob-ultra1.md) - [Colleague-Connecting Pubs](https://www.trendhunter.com/trends/the-office.md) - [Taxi Driver-Centric Branded Events](https://www.trendhunter.com/trends/taxi-driver.md) - [Superstitious Fan-Inspired Campaigns](https://www.trendhunter.com/trends/the-twelve-pins.md) - [Cheeky Sports-Inspired Diaper Campaigns](https://www.trendhunter.com/trends/huggies1.md) - [Afternoon Break-Encouraging Campaigns](https://www.trendhunter.com/trends/halfday-iced-teas.md) - [Soccer-Focused Tech Campaigns](https://www.trendhunter.com/trends/own-the-moment.md)