Mumbai: Budweiser 0.0, the Official Sponsor of the FIFA World Cup™, is commemorating four decades of partnership with FIFA by rolling out a series of immersive fan experiences across India, reinforcing its long-standing association with football and global fan culture.
Marking 40 years of collaboration with FIFA, the brand has launched a range of activations under its global platform, ‘Let It Pour’, designed to celebrate the passion, anticipation, and collective spirit that define the world’s biggest football tournament.
The celebrations began on June 11, the opening day of the FIFA World Cup 2026™, with the unveiling of an interactive Lionel Messi mural in Mumbai. The installation invited football fans to actively participate by using their cheers and voices to bring the mural to life, transforming fan enthusiasm into a dynamic, real-time celebration.
The launch event brought together football and entertainment personalities, including Indian football legend Bhaichung Bhutia and Bollywood actors Ahan Shetty and Ibrahim Ali Khan, alongside football enthusiasts and consumers.
A key highlight of the event was the specially curated FIFA x Budweiser 0.0 Experience, which showcased the brand’s 40-year journey with FIFA through memorabilia, storytelling installations, and iconic moments that have shaped football fandom and global sports culture over the decades.
Speaking on the milestone, Vineet Sharma, Vice President – Marketing, AB InBev India, said, “For us, the FIFA World Cup is far more than a marketing moment – it’s where our identity as a brand rooted in celebrations truly comes to life. As we mark 40 years of partnership with FIFA, we’re building on a legacy that has shaped some of the most iconic moments in football and global fan culture. In India, where football fandom is becoming more expressive and culturally connected, we’re excited to bring that energy to life through experiences like our interactive Messi mural – creating spaces where fans can come together and celebrate their passion for the game. Our focus is on showing up in ways that feel authentic, relevant, and true to the spirit of collective celebration that defines the FIFA World Cup.”
Building on the momentum of the launch, Budweiser 0.0 is extending its FIFA World Cup engagement across the country through a series of match screenings in key markets. The initiative aims to create community-driven spaces where football fans can come together and experience the excitement of the tournament collectively.
The activations form part of the brand’s broader strategy to strengthen its connection with football audiences through immersive experiences, cultural collaborations, and fan-led storytelling initiatives.
With the FIFA World Cup 2026™ underway, Budweiser 0.0 continues to leverage its four-decade FIFA association to celebrate football culture, foster community engagement, and create memorable experiences that bring fans closer to the game.
By combining global sporting heritage with locally relevant activations, the brand aims to position itself at the centre of football celebrations while deepening its engagement with India’s rapidly growing football fan base.
