Budweiser launches Let It Pour platform with Haaland and Klopp

Budweiser has unveiled “Let It Pour”, a new global football platform tied to its status as the Official Beer Sponsor of the FIFA World Cup 2026, with activations planned across more than 40 countries.The AB InBev brand is using the platform to anchor a four-year marketing cycle that blends brand film, live fan programming and ecommerce-style merchandise drops, alongside a Budweiser 0.0% strand for non-drinking occasions.Erling Haaland will front the campaign as a global ambassador ahead of what Budweiser described as his FIFA World Cup debut in 2026.Haaland said: “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.”Jürgen Klopp has also been signed as a global ambassador, giving the campaign a second lead face that is positioned around fan culture and the shared experience of tournament football.Klopp said: “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.”The campaign’s centrepiece is a global film created with Grey Global, backed by a broader media plan across TV, social and out-of-home.Budweiser said the creative includes cameos from Alfie Haaland and other cultural figures, and uses Joe Cocker’s “Feelin’ Alright” as the soundtrack.Beyond advertising, Budweiser is building physical and transactional layers designed to convert attention into participation and sales during the tournament window.Budweiser is launching Bud FC, an experiential platform developed with agency WINK, with plans to stage fan events at FIFA World Cup 2026 festivals in select markets.Budweiser is also rolling out The Bud Fan Store, an online merchandising play in select markets that will allow consumers to buy or win tournament-inspired items, including a number 26 Budweiser football kit and a FIFA World Cup 2026 windbreaker.The strategy reflects how top-tier FIFA sponsors are increasingly packaging rights into always-on consumer programmes that combine live event presence with direct-to-consumer retail, while using talent to cut through a crowded sponsorship landscape.The next steps are market-by-market details on Bud FC locations, retail mechanics around the Fan Store offers, and how Budweiser and Budweiser 0.0% are integrated into local media and on-trade programmes as the tournament build-up accelerates.