New Delhi, 21 July 2026: As football fever griped fans across the globe, Six Fields Beer, from DeVANS Modern Breweries Ltd., brought the excitement beyond the stadium with its integrated football season campaign, “Cheers for More.” Celebrating the passion, camaraderie and unforgettable emotions that define the beautiful game, the campaign combined interactive digital experiences, fan-led activations and immersive watch parties, giving football enthusiasts more reasons to come together throughout the tournament.
Rooted in the belief that football is best enjoyed with friends, great conversations and great beer, Cheers for More celebrated every moment of the game—from spectacular goals and dramatic victories to nail-biting finishes and heartbreaking exits—while positioning the Six Fields 5L Beer Keg as the ultimate companion for every football gathering.
The campaign featured Bingo 2.0, an interactive football-themed game that kept fans engaged throughout every match. Participants predicted key match moments and outcomes as the action unfolded, with every correct prediction giving them a chance to win exclusive Six Fields merchandise and branded rewards. The activation encouraged real-time engagement, sparking conversations and adding another layer of excitement to every game.
Celebrating the emotional side of football, the campaign also included the Heartbreak Club (HBC)—an activation dedicated to fans whose favourite teams kept getting knocked out of the tournament. Fans shared their heartbreak through relatable memes and social media posts, capturing the highs and lows of being a true football fan. The most engaging entries won exclusive Six Fields Hampers, turning football heartbreak into an unforgettable evening with friends.
Taking the celebrations offline, Six Fields also hosted Watch Party Experiences across key locations, bringing together football fans, creators and communities to enjoy the biggest matches of the tournament. Featuring live screenings, interactive brand experiences, creator collaborations and exciting giveaways, the watch parties recreated the electric atmosphere of the stadium while showcasing the Six Fields beer as the perfect companion for every football celebration.
At the heart of the campaign is the Six Fields 5L Beer Keg, a unique offering designed for sharing. Delivering a fresh, draft-style beer experience in a convenient format, the keg is ideal for home watch parties and social occasions, making it easy for fans to celebrate every twist and turn of the tournament together.
Commenting on the campaign, Prem Dewan, Chairman & Managing Director, DeVANS Modern Breweries Ltd., said: “Football unites people in a way few things can through moments of pure, unscripted emotion that cut across geographies and backgrounds. With ‘Cheers for More,’ Six Fields Beer set out to be part of that emotional fabric, celebrating the fan journey in its entirety the euphoric highs and the heartbreaking lows alike. For us, this is about owning every moment fans come together, win or lose.”
Cheers for More continues to strengthen Six Fields’ association with sports, friendship and shared celebrations. Whether fans are cheering for their favourite team, hosting friends for a match or bouncing back after a tough loss, Six Fields is ensuring that every football moment is one worth celebrating.
