BUDWEISER, THE OFFICIAL BEER of the FIFA World Cup 2026, Tuesday unveiled its newest global football platform, “Let It Pour”. Activating across more than 40 countries, the global beer brand is “supercharging” celebrations with Bud FC fan events, The Bud Fan Store, and a new global film.
To launch “Let It Pour”, Budweiser partnered with one of the most dominant players in football today – Erling Haaland. Known for his record-breaking performances and relentless style of play, Haaland will make his FIFA World Cup debut in 2026 and is encouraging fans to “share in the excitement”, a company release asserts.
Jürgen Klopp, the former celebrated coach of Liverpool FC and Budweiser global ambassador, is also a part of the campaign.
“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.”
Exclusive Global Experiences
Building on its 40-year legacy as the Official Beer Sponsor of the FIFA World Cup, Budweiser continues to elevate the fan experience with the unveiling of The Bud Fan Store. Available online in select markets, consumers will be able to purchase or win exclusive, tournament-inspired merchandise. From a number 26 Budweiser football kit to a FIFA World Cup 2026™ windbreaker with the iconic bowtie emblem, every piece of apparel is designed to bring fans closer to the action.
Extending the impact of “Let It Pour”, Budweiser is launching Bud FC, a global experiential platform in partnership with WINK. In select markets, Bud FC will bring football fans together at FIFA World Cup 2026 “festivals”.
Showcasing ‘raw emotion of football’
Budweiser’s “Let It Pour” platform, created in partnership with Grey Global, invites fans to let their memories, emotions, and beer pour. Inspired by the energy of football fandom shared across the globe, “Let It Pour” captures how that passion spills beyond the pitch – turning bars, homes, and cities into a shared celebration over 39 days. It shows how the world comes together, and strangers become teammates as they cheer on their team with a Budweiser or Budweiser 0.0% in hand.
The creative features a star-studded cast, including Haaland and Klopp, alongside cameo appearances from football legend – and Erling’s father – Alfie Haaland, and other cultural icons who join in the celebrations. Set to the iconic track “Feelin’ Alright” by Joe Cocker, the film is supported by a full suite of TV, social, and out-of-home assets.
