How smart employers are turning the World Cup into a workplace win

Good morning! Success reporter Emma Burleigh here, filling in for Kristin while she’s on vacation. The World Cup is already halfway through its mid-July run, with international teams entering the knock-out phase—and nothing could quell the fan fervor taking over North American cities. Office workers are secretly tuning in from their phones, keeping a close eye on scores during meetings, and heading straight from the office to bars to catch the action. It’s a $17 billion productivity drain, yet some employers are making the most out of the global spectacle. There are some offering up practical pivots to the World Cup madness. Wall Street banks like Goldman Sachs, Citibank, and JPMorgan Chase are temporarily allowing staffers to work from home on match days, as traffic clogs up commutes in North American host cities. Heineken also rolled out a Fan Volunteer program encouraging employees to use their volunteer time off (VTO) to give back to their local communities while gathering for the games during work hours. And even brands are shelling out for white-collar workers to get in on the fun. Stella Artois, a sponsor of the sporting event, rolled out a “Work From Bar” campaign, footing $100,000 worth of Stella Artois beverages for professionals who tune in at local pubs during their 9-to-5s. Other employers are leaning into the moment by encouraging staffers to enjoy the games together, instead of stealthily streaming from their cubicles. E-Land World, a fashion retailer, held a viewing party of the South Korea vs. Czech Republic match at its Seoul headquarters earlier this month. And at Canadian legal tech company Clio, World Cup watch parties have become a fixture of office life this summer. “We leaned into it and thought, ‘Okay, folks are going to come in anyhow, let’s make sure that it’s a positive experience for them,’” Marina Harris, chief people officer at Clio, tells Fortune. “I don’t at all view it as a distraction. We view these moments where