Budweiser kicks off World Cup advert season with film
US brewer Budweiser has launched a limited-edition collectable range and a nostalgia-led film to mark four decades of FIFA World Cup sponsorship. The initiative arrives as research suggests the 2026 tournament could drive strong at-home viewing and renewed pub trade in the UK.
Budweiser has unveiled a global campaign marking 40 years as the Official Beer Sponsor of the FIFA World Cup, introducing a limited edition collectable pack alongside a nostalgia-themed marketing platform.
According to information released by the brand, the Budweiser FIFA World Cup Anniversary Pack contains 11 aluminium bottles and cans designed to reflect every tournament from Mexico 1986 through to FIFA World Cup 2026 in the US, Canada and Mexico.
The pack forms the centrepiece of a broader campaign built around the concept of “Budstalgia”, a blend of Budweiser and nostalgia that revisits iconic moments associated with past tournaments. The brewer has paired the packaging with a global film titled The Big Drop, a series of out-of-home billboards and an era-themed digital hub.
Richard Oppy, global president, premium company at AB InBev, said the anniversary offers a chance to connect long-standing fans with a new generation of viewers.
“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,” said 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.”
The collectable bottles and cans also include QR codes that unlock digital experiences tied to the relevant tournament era, offering access to historical content and promotional prizes depending on the market.
According to the brand, the designs were developed with branding agency JKR and will roll out across several major markets, including Brazil, China and selected European countries beginning in April.
A film built around stadium memories
Budweiser is supporting the packaging with a global film titled The Big Drop. Developed with creative agency Africa, the film features oversized Budweiser bottles travelling across landscapes before arriving at stadiums that hosted FIFA World Cup matches over the past four decades.
Set to the anthem You’ll Never Walk Alone, the film portrays the venues as giant ice buckets where the anniversary bottles gather as part of a new celebration sequence. The campaign will be distributed across digital and social media platforms worldwide, according to the company announcement.
A tournament with strong consumer pull
The anniversary activity comes as research points to widespread consumer engagement with the upcoming FIFA World Cup.
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According to retail marketing agency Savvy, 58% of UK shoppers say they are likely to get involved with the tournament this summer. Interest spans multiple demographics with 72% of older families, 71% of young families and 69% of consumers aged 18 to 35 planning to engage, as per Savvy’s findings.
The research also found that 53% of those intending to watch regard the World Cup as the most important international sporting event. Meanwhile, 47% do not usually describe themselves as football fans but still expect to watch their national team.
Alastair Lockhart, insight director at Savvy, said match scheduling could encourage social viewing occasions at home.
“The time zone difference sets the scene for extended at-home occasions,” said Lockhart. “Late night matches will naturally lend themselves to after-work gatherings, big night in occasions and late night viewing get-togethers. These all create rich potential for beer soft drinks and snacks as well as categories like party food and pizzas.”
Home viewing and pub trade
Viewing patterns are likely to be split between living rooms and hospitality venues. Savvy reports that 56% of consumers plan to watch matches at home, often inviting friends over, while 27% expect to watch at least one match in a pub.
Previous tournaments suggest strong commercial potential for drinks brands. As reported by the drinks business, beer sales rose by an average of 13% on days when England played during the 2024 Euros.
Pub sales also surged during key fixtures. According to hospitality data cited by the drinks business, venues in England served 334% more pints than usual during the Euro 2024 final when England lost to Spain.
Further data from Kantar found that low and no alcohol beer sales increased by 38% on matchdays, many of which took place on school nights. Fraser McKevitt, head of retail and consumer insight at Kantar, said the additional spending lifted overall take-home grocery sales by 2.2% in the four weeks to 7 July 2024, when the tournament took place, as reported by the drinks business.
Football as a social connector
The wider football ecosystem continues to position fandom as a catalyst for social connection. Polling by the British Beer and Pub Association found that 67% of respondents view pubs as important in tackling loneliness.
The trade body also found that one in three people said they or someone they know felt more isolated after losing a local pub. According to BBPA figures, eight pubs a week closed during the first half of 2025 and more than 2,000 have shut since 2020.
Against this backdrop, global brewers are leaning into football culture as a shared experience. As per research commissioned by Heineken, 75% of fans say their interest in sport has helped them meet new people, while 59% say it has helped them form close friendships.
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