Budweiser has unveiled a new global marketing campaign titled “Let it Pour†ahead of the FIFA World Cup 2026, featuring football figures Erling Haaland and Jürgen Klopp.
The campaign, developed by Grey Global, is being rolled out across more than 40 countries and aims to amplify celebration moments around the tournament.
As part of the activation strategy, Budweiser will deploy fan-focused experiences in World Cup fan zones, including “Bud FC†events, a dedicated “Bud Fan Store,†and a limited-edition merchandise collection.
The brand also introduced a collector’s pack featuring 11 bottles and cans, each representing a different World Cup edition since 1986. Every design includes a QR code that unlocks exclusive digital content.
Budweiser, a long-standing global partner of FIFA for over four decades, continues to strengthen its association with football culture through entertainment-driven activations tied to major international tournaments.