AB INBEV HAS LAINCHED a global campaign called “Cheers to Bars” ahead of the FIFA World Cup 2026, positioning local bars as viewing destinations during the tournament. The brewer’s brands Michelob ULTRA and Budweiser are official beer sponsors of the World Cup.
The campaign includes trade programmes for bar owners, a campaign film developed with agency GUT, and plans to host 200,000 watch parties across more than 40 countries.
AB InBev CEO Michel Doukeris said, “During the FIFA World Cup 2026, bars will become the beating heart of every neighborhood – places where strangers become friends, every goal is celebrated as one, and collective memories are created with every raised glass. Beer and football have long been catalysts for bringing people together to create moments of joy and belonging. Nowhere is this spirit of beer and football more alive than in bars, where they share a special place in culture.”
The campaign film highlights the role of bars during major sporting events. AB InBev said the programme will include no- and low-alcohol beverage options alongside responsible beverage service training for participating venues.
