Anniversary Pack and Global Campaign Unveiled
Budweiser celebrates 40 years as the Official Beer Sponsor of the FIFA World Cup with a limited-edition collectible pack, announced on 7 April 2026. This announcement marks the launch of the largest limited-edition collectible pack ever by the brand, known as the Budweiser FIFA World Cup Anniversary Pack.
Richard Oppy, Global President, Premium Company at AB InBev, stated, "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." This statement underscores the brand's commitment to celebrating shared history and passion for football.
The Budweiser FIFA World Cup Anniversary Pack features 11 aluminum bottles and cans, each representing a World Cup from 1986 to 2026. Each design draws inspiration from the visual identity and cultural elements of past tournaments. each bottle includes a QR code that unlocks exclusive digital content, allowing fans to connect with their favorite teams and moments from past tournaments.
Designed in partnership with branding agency JKR, the limited-edition pack will roll out in key non-US markets, including Brazil, China, and select European countries, beginning this month. This international release aims to unite fans worldwide through nostalgia and shared football excitement.
Global Film and Campaign Launch
A global film titled "The Big Drop," featuring the anthem You’ll Never Walk Alone, showcases Budweiser bottles travelling to iconic World Cup stadiums, enhanced with visual effects. This film, developed in partnership with creative agency Africa, aims to amplify the celebration of Budweiser's longstanding association with the World Cup.
The "Proudly on the Pitch" campaign highlights Budweiser's historical presence in World Cup events through iconic archival imagery. This includes moments of triumph, such as last-minute goals and trophy lifts, that have become synonymous with the excitement of the World Cup.
Budweiser's new nostalgia-driven global platform, inspired by memorable football celebrations, includes creative billboard tributes to football’s greatest moments. These advertisements are designed to resonate with fans by evoking memories of unforgettable World Cup experiences.
The limited-edition pack, film, and campaign collectively celebrate the brand's 40-year journey with the FIFA World Cup. Budweiser continues to connect generations of fans through the passion, energy, and rituals that make the World Cup special, while building excitement for future tournaments.
