This summer, more people in the US are watching soccer than ever before. But a lot of them don’t actually speak the language of the sport. They know the difference between a fumble and a fly ball, but ask them what “extra time” means and you’ll get a shrug.

Heineken is closing the knowledge gap,  translating soccer terms into the American sports vocabulary people already have.

The campaign, the latest from creative AOR LePub NY, just launched on digital OOH within select World Cup host cities including New York, Philadelphia and Atlanta, spanning digital spectaculars, street furniture near fan fests and stadiums, and liveboards in the NYC subway.

It’s the latest move in a busy Summer of Soccer for Heineken:

• In May, the brand launched Heineken Fan Volunteers, tapping unused corporate volunteer time off policies to let fans take time off to watch midday matches together.
• It’s also rolled out a Bar Finder tool pointing fans to 400+ bar experiences in markets like NY/NJ, Miami, Dallas and Atlanta
• and pulled off a real-time Fan Rescue stunt in Boston, delivering emergency beer to Scotland’s traveling fans after local bars ran dry 
• and even paired up with HEINZ on a limited-edition six-pack, five Heineken’s and one bottle of ketchup, in “the match we’ve all been waiting for.”

All of it ladders up to Heineken’s global platform, Fans Have More Friends.