AB InBev celebrates bars ahead of FIFA World Cup

The initiative highlights bars as centres of social connection and community life

AB InBev has launched Cheers to Bars, a global platform recognising the role local bars play in bringing communities together ahead of the FIFA World Cup 2026.

The initiative highlights bars as centres of social connection and community life, while supporting venue owners through a series of programmes, investments and activations linked to the tournament.

Bars take centre stage during the World Cup

As an official beer sponsor of the FIFA World Cup 2026 through its Michelob ULTRA and Budweiser brands, AB InBev is positioning bars as key destinations for fans throughout the competition.

The brewer said it plans to host 200,000 watch parties across more than 40 countries, transforming bars into gathering places for supporters to watch matches and celebrate together.

The campaign is also supported by a new Cheers to Bars film, created in partnership with creative agency GUT, which focuses on the atmosphere, relationships and shared experiences that take place in bars around the world.

Support for bar owners and operators

Alongside its marketing activity, AB InBev is introducing programmes designed to support hospitality businesses and bar owners.

Michel Doukeris, Chief Executive Officer, AB InBev: "During the FIFA World Cup 2026™, bars will become the beating heart of every neighborhood – places where strangers become friends, every goal is celebrated as one, and collective memories are created with every raised glass. Beer and football have long been catalysts for bringing people together to create moments of joy and belonging. Nowhere is this spirit of beer and football more alive than in bars, where they share a special place in culture."

In Brazil, the company said its subsidiary Ambev will invest more than R$100 million during 2026 in mentoring programmes and financial support for entrepreneurs operating up to 250,000 points of sale.

Local activations across markets

In the United States, Stella Artois is launching a Work From Bar initiative that will reimburse up to $100,000 for eligible consumers aged 21 and over who visit participating bars during weekday World Cup matches and purchase a Stella Artois or Stella Artois 0.0.

AB InBev said the campaign will also promote responsible consumption through the availability of no- and low-alcohol alternatives at events, alongside training programmes for hospitality staff focused on responsible beverage service.

Focus on community connection

The brewer said Cheers to Bars is intended to recognise both the social and economic contribution of bars, particularly during major cultural and sporting moments.

With billions of viewers expected to follow the FIFA World Cup 2026, AB InBev aims to use the tournament as a platform to celebrate the role bars play in creating shared experiences, fostering community connections and supporting local economies.

www.ab-inbev.com

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