Erling Haaland and Jürgen Klopp named Budweiser ambassadors
AB InBev’s Budweiser beer brand has partnered with football icons Erling Haaland and Jürgen Klopp as part of the campaign supporting its FIFA World Cup 2026 sponsorship.
The move is set to amplify Budweiser as the official beer sponsor of the FIFA World Cup 2026 and is part of the brand’s Let It Pour initiative which is set to extend across 40 countries. Added to this, the partnership will also see the release of a global film featuring Haaland and Klopp along with limited edition apparel and a raft of fan experiences which will be incorporated as part of the brand’s campaign activity.
‘Connects with consumers across the globe’
Describing the tie-up, AB InBev global president, premium company Richard Oppy 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.”
Haaland explained: “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. I’ve dreamed of representing my country on this stage my entire life, and now that it’s here, it’s an incredible honour. 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.”
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‘Optimism and unmatched passion’
Klopp added: “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. 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.”
AB InBev has also outlined how it hopes to elevate the fan experience by unveiling The Bud Fan Store, which will mean exclusive Budweiser merchandise will be available to buy and win online in select markets. When buying from the store, fans will be able to get their hands on items ranging from a number 26 Budweiser football kit to a FIFA World Cup 2026 windbreaker with the bowtie emblem.
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