Budweiser has introduced its global ‘Let it Pour’ platform for the FIFA World Cup 2026, activating across more than 40 countries including India. As the Official Beer Sponsor, the brand is extending its long-standing association with the tournament through a multi-channel campaign featuring Erling Haaland and Jürgen Klopp.
Developed in partnership with Grey Global, the platform centres on a global film supported by television, social and out-of-home executions. The campaign builds on Budweiser’s four-decade association with the tournament, positioning the brand at the centre of football-driven cultural moments and fan celebrations.
Richard Oppy, global president, premium company at AB InBev, said, "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. ‘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.”
The campaign positions Haaland, who is set to make his FIFA World Cup debut in 2026, as a central figure representing the next generation of football talent. His participation aligns with the campaign’s theme of anticipation and emotional release tied to the global event. “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,” said Haaland. “I’ve dreamed of representing my country on this stage my entire life, and now that it’s here, it’s an incredible honor. What makes it even more special is knowing fans around the world will be experiencing those same moments alongside us – sharing in the energy, the emotion, and letting it all pour out in a way that makes the FIFA World Cup unforgettable.”
Klopp’s involvement adds a complementary perspective, amplifying the emotional intensity associated with the tournament. “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,” Klopp said. “I’ve lived it, so partnering with Budweiser and being part of the ‘Let it Pour’ campaign is about capturing that feeling of when fans come together, share the moment, and celebrate what makes football so special.”
In India, the campaign will be led through Budweiser 0.0, reflecting both regulatory considerations and evolving consumer preferences. The brand plans to deliver immersive, community-led experiences aligned with the growing football fan base in the market. Vineet Sharma, vice president – marketing and trade marketing, AB InBev India, said, "Budweiser has played a defining role in how fans experience the FIFA World Cup™ for the last 40 years, and in 2026 we’re bringing that same energy to a new generation of fans in India. Football fandom here is evolving fast; it’s younger, more expressive, and deeply connected to global culture. ‘Let It Pour’ is about giving fans a way to show up fully and celebrate every moment together, in a way that feels authentic to them.”
As part of the broader platform, Budweiser is introducing The Bud Fan Store, offering limited-edition merchandise tied to the tournament. Additionally, the brand is launching Bud FC, a global experiential initiative in partnership with WINK. This platform will host fan events and festival-style activations across markets, designed to replicate the energy of stadium experiences.
The campaign film features appearances from Haaland, Klopp and Alfie Haaland, alongside other cultural figures. Set to “Feelin’ Alright” by Joe Cocker, the creative captures the emotional intensity of football fandom, portraying how the sport transforms everyday spaces into shared celebrations over the course of the tournament.
'Let it Pour’ reflects a large-scale integrated approach that combines celebrity endorsements, experiential platforms and merchandise-led engagement. By anchoring the campaign in emotional storytelling and global cultural relevance, Budweiser aims to reinforce its association with football while driving participation across diverse markets.
