Mumbai: Budweiser, the Official Beer Sponsor of the FIFA World Cup 2026, has launched its new global football platform, “Let It Pour,” aimed at amplifying fan engagement across more than 40 countries, including India.
The campaign brings together global football icons Erling Haaland and Jürgen Klopp, supported by a new global film, limited-edition merchandise, and immersive fan experiences such as Bud FC events and The Bud Fan Store.
“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,” said Richard Oppy, Global President, Premium Company at AB InBev. “‘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.”
As part of the campaign, Haaland—set to make his FIFA World Cup debut in 2026—features prominently, bringing his on-field intensity to the brand’s global storytelling.
“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,” said Haaland, Budweiser global ambassador. “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.”
Klopp, another global ambassador for the brand, adds to the campaign’s emotional resonance, highlighting the collective passion that defines the tournament.
“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,” said Klopp. “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.”
In India, where football fandom is witnessing rapid growth, Budweiser 0.0 will anchor local activations with community-driven experiences designed to bring fans closer to the action.
“Budweiser has played a defining role in how fans experience the FIFA World Cup™ for the last 40 years, and in 2026 we’re bringing that same energy to a new generation of fans in India,” said Vineet Sharma, Vice President – Marketing & Trade Marketing, AB InBev India. “Football fandom here is evolving fast; it’s younger, more expressive, and deeply connected to global culture. ‘Let It Pour’ is about giving fans a way to show up fully and celebrate every moment together, in a way that feels authentic to them.”
The platform also introduces The Bud Fan Store, offering exclusive tournament-inspired merchandise, and Bud FC, a global experiential initiative in partnership with WINK, designed to recreate stadium-like energy across fan zones worldwide.
Developed in collaboration with Grey Global, the “Let It Pour” campaign captures the emotional intensity of football fandom, showcasing how the sport transforms everyday spaces into shared celebrations during the 39-day tournament.
With this initiative, Budweiser aims to deepen its long-standing association with the FIFA World Cup while creating immersive, culturally resonant experiences that bring fans closer to the game on a global scale.
