Global Campaign Features Haaland and Klopp
The Official Beer Sponsor of the FIFA World Cup 2026™, Budweiser, has unveiled its ‘Let It Pour’ campaign. This initiative features football icons Erling Haaland and Jürgen Klopp and aims to engage fans globally through various programmes.n
Spanning more than forty countries, the ‘Let It Pour’ platform includes a global film, limited edition apparel, and fan experiences. Budweiser is set to enhance the fan experience throughout the World Cup with its innovative approach.n
Richard Oppy, Global President, Premium Company at AB InBev, stated, “‘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.”n
Global Fan Engagement and Experiencesn
The Bud FC platform is being launched by Budweiser, offering fans from all over the world the chance to engage through festivals and events during the tournament. The Bud Fan Store will feature exclusive merchandise, including a Budweiser football kit and World Cup-themed apparel.n
Erling Haaland expressed his excitement about the partnership, saying, “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.”n
Developed in collaboration with Grey Global, the ‘Let It Pour’ campaign captures the passion of football fans and aims to turn bars, homes, and cities into shared celebrations. The campaign’s film features Haaland, Klopp, and other cultural icons, set to Joe Cocker’s ‘Feelin’ Alright’.n
Jürgen Klopp, renowned for his dynamic presence in football, highlighted the importance of the World Cup as a global celebration. He stated, “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.”n
For over forty years, Budweiser has been associated with the FIFA World Cup™. This long-standing partnership reflects the brand’s commitment to being at the heart of major sporting events. Fans can expect an immersive experience filled with energy and excitement.n
For more details on Budweiser’s World Cup initiatives, fans can follow the brand on Instagram, Facebook, and X.
Last updated: 29 June 2026, 12:18 pm
