Budweiser marks 40 years with FIFA World Cup pack

Budweiser is marking four decades as the Official Beer Sponsor of the FIFA World Cup with the launch of its largest collectible pack to date, highlighting 11 tournament designs spanning from 1986 to the upcoming 2026 event.

The anniversary pack anchors a global nostalgia-driven platform celebrating the brand’s football legacy.

Richard Oppy, Global President, Premium Company at AB InBev: "For 40 years, Budweiser has been part of the moments that bring fans together – on the pitch, in the stands, and everywhere the game is watched by consumers of legal drinking age. With this global platform, we are celebrating that shared history in a way that feels as relevant today as it did in 1986 – connecting generations of fans through the passion, energy, and rituals that make the FIFA World Cup so special, while building excitement for what’s still to come."

Limited-edition collectible pack

The Budweiser FIFA World Cup Anniversary Pack includes 11 aluminum bottles and cans, each reflecting the visual identity and cultural elements of a previous tournament or the upcoming 2026 event. Each bottle incorporates a QR code unlocking digital content, immersive experiences, and prizes, connecting fans to memorable moments from past tournaments. The pack was designed with JKR and will roll out in select international markets, including Brazil, China, and Europe.

Global campaign film: The Big Drop

Complementing the pack, Budweiser has released a hero film, The Big Drop, featuring iconic stadiums reimagined as oversized ice buckets. Developed with Africa and set to You’ll Never Walk Alone, the film follows Budweiser bottles across continents to World Cup venues, visually linking past tournaments with the upcoming 2026 event. The film will be distributed across social and digital channels globally.

Celebrating football heritage with out-of-home campaign

Budweiser is also launching Proudly on the Pitch, a global out-of-home campaign showcasing archival FIFA imagery and the evolution of Budweiser’s branding at pitch-side locations since 1986. The campaign highlights the brand’s long-standing presence in football culture and invites fans to rediscover iconic moments across multiple continents.

www.budweiser.com

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