NEW YORK: Budweiser, the official beer of the FIFA World Cup 2018 in Russia, on Tuesday launched its global campaign, “Light Up the FIFA World Cup”, which showcases the anticipation of the event being unparalleled in sport and Budweiser’s endeavour to energize fans to watch and celebrate their favorite players, moments and teams throughout the tournament.
As a part of the campaign, Budweiser will be executing the largest delivery of beer in the world for the event and will highlight the connect that the brand has historically had with football in 15, 30 and 90 second advertisements. It will also be deploying 8 million noise-activated Red Light Cups that light up in response to fan cheering, and a variety of integrated experiential, digital and social programs launching in more than 50 countries.
“As the most watched sporting event on the planet, the FIFA World Cup is the ultimate opportunity for Budweiser, the world’s most enjoyed beer, to connect with billions of passionate football fans globally. Our campaign is the largest in our company’s history, and it demonstrates how we are bringing together fans from around the world over beer and their shared passion for football,” said Miguel Patricio, CMO, Anheuser-Busch InBev.
“Our campaign captures the celebratory, upbeat and premium experience of the Budweiser brand and fans will continue to see this come to life through our ongoing activations for the 2018 FIFA World Cup.”
Budweiser has a strong commitment to football globally, having served as official beer sponsor of the FIFA World Cup for over 25 years, and with an on-going commitment through the 2018 and 2022 tournaments.
While Budweiser will serve as the official beer of the 2018 FIFA World Cup Russia, its parent company, Anheuser-Busch InBev will leverage its portfolio of beers around the world by once again extending local sponsorship rights to its leading brands in select football markets, including, but not limited to, Brahma (Brazil), Harbin (China), Corona (Mexico), Jupiler (Belgium and The Netherlands), Klinskoe (Russia), Hasseröder (Germany) and Beck’s (Italy), among others.
