BUDWEISER ON TUESDAY marked 40 years as the Official Beer Sponsor of the FIFA World Cup with the launch of the largest limited-edition collectible pack ever – the Budweiser FIFA World Cup Anniversary Pack – bringing to life 11 design tributes to every tournament since 1986, and the centerpiece of a new nostalgia driven global platform.
“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,” said AB InBev Global president, Premium Company Richard Oppy. “With this global platform, we are celebrating that shared history in a way that feels as relevant today as it did in 1986 – connecting generations of fans through the passion, energy, and rituals that make the FIFA World Cup so special, while building excitement for what’s still to come.”
Limited-edition collectible pack
To kick off the football celebration, Budweiser is launching its most ambitious collectible pack to date: the Budweiser® FIFA World Cup™ Anniversary Pack* – a curated set of 11 aluminum bottles and cans honoring the past 10 World Cups and the upcoming 2026 tournament. Starting with Mexico 1986 and ending with FIFA World Cup™ 2026, each design draws from the visual identity and cultural elements of past tournaments, unlocking some of the game’s most memorable moments for fans around the world.
More than a collector’s item, each bottle features a QR code that unlocks exclusive digital content tied to its era – connecting fans to their favorite teams of the past along with immersive experiences, and thousands of prizes that vary by location. 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.
‘The Big Drop’
To amplify the occasion, Budweiser is debuting a new global hero film, “The Big Drop”, set to the emblematic anthem You’ll Never Walk Alone. The film, developed in partnership with creative agency Africa, follows larger-than-life Budweiser bottles as they journey across landscapes and continents – passing through mountains, deserts, and grasslands – before arriving at the stadiums that have hosted the FIFA World Cup over the past four decades.
Reimagined as oversized ice buckets, these legendary venues become the stage for the next chapter of celebration – bringing the limited-edition Budweiser bottles to life in a new way through stunning visual effects. The film will roll out globally across digital and social channels.
‘Proudly on the Pitch’
Since 1986, Budweiser and its pitch-side billboards have been the backdrop for some of the most notable FIFA World Cup moments. Now, the brand is bringing that legacy to the forefront with “Proudly on the Pitch”, a global out-of-home campaign built from iconic archival FIFA imagery.
The series features numerous images from past tournaments, seamlessly stitching together the evolution of Budweiser’s unmistakable red logo while highlighting the brand’s consistent presence in football culture. Rolling out across multiple continents, the campaign invites fans to rediscover the moments that defined generations of the game.
