Budweiser expands fan activations for World Cup

Budweiser has unveiled its global FIFA World Cup 2026 platform, Let It Pour, rolling out across more than 40 countries as part of its long-standing sponsorship of the tournament.

The campaign introduces a multi-channel activation strategy spanning live events, retail, and a global brand film, aimed at capturing fan engagement in the lead-up to the competition.

Global campaign builds on football legacy

As an official sponsor of the FIFA World Cup 2026, Budweiser is extending its presence through fan-focused experiences, including Bud FC events and The Bud Fan Store. The initiative is designed to connect with audiences across markets through shared viewing moments and football culture.

Erling Haaland and Jürgen Klopp front the campaign, appearing in the global film and supporting activations.

Richard Oppy, global president, premium company, AB InBev: "For over four decades, Budweiser has been part of the celebrations that define the FIFA World Cup™, be it on the pitch, in bars, or wherever fans come together. ‘Let It Pour’ is our invitation to consumers to fully embrace those moments. Alongside Erling Haaland and Jürgen Klopp, we’re able to bring that energy to life in a way that connects with consumers across the globe."

Fan experiences and retail activations expand reach

The Bud Fan Store will offer tournament-themed merchandise in selected markets, including apparel tied to the competition. Meanwhile, Bud FC will host fan-focused events during the tournament, creating shared viewing and celebration spaces.

The experiential platform is being developed in partnership with WINK, with activations planned at fan festivals and other locations during the tournament period.

Erling Haaland, global ambassador, Budweiser: "In my first FIFA World Cup, I’ll be leaving everything on the pitch, so Budweiser’s ‘Let It Pour’ campaign really hits home because it reflects exactly how I feel heading into the tournament. I’ve dreamed of representing my country on this stage my entire life, and now that it’s here, it’s an incredible honor. What makes it even more special is knowing fans around the world will be experiencing those same moments alongside us – sharing in the energy, the emotion, and letting it all pour out in a way that makes the FIFA World Cup unforgettable."

Creative platform centres on shared fan emotion

The campaign was developed in partnership with Grey Global Group and focuses on the emotional connection between fans and the tournament. The creative portrays how football fandom extends beyond stadiums into homes, bars, and public spaces.

Jürgen Klopp, global ambassador, Budweiser: "The FIFA World Cup inspires optimism and unmatched passion for every person watching, and to share that with fans around the world is truly remarkable. I’ve lived it, so partnering with Budweiser and being part of the ‘Let it Pour’ campaign is about capturing that feeling of when fans come together, share the moment, and celebrate what makes football so special."

The rollout includes television, social media, and out-of-home placements, with the campaign running throughout the lead-up to and duration of the tournament.

www.budweiser.com

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