Manchester City striker Erling Haaland and former Liverpool manager Jürgen Klopp are spearheading Budweiser’s new global “Let It Pour” platform ahead of the FIFA World Cup 2026, as the brewer ramps up activity aimed at driving footfall and sales during the competition.
Rolling out across more than 40 countries, the campaign from AB InBev combines in-store theatre, experiential activations and digital engagement, including Bud FC fan events and The Bud Fan Store, which will offer exclusive tournament-inspired merchandise in selected markets.
“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,” Richard Oppy, global president, premium company at AB InBev, said.
“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, who is set to make his World Cup debut in 2026, 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. 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 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.”
As part of the activation, Budweiser is launching The Bud Fan Store, offering limited-edition merchandise such as football kits and branded apparel, while Bud FC will host fan experiences designed to recreate matchday atmospheres in key markets.
The campaign is supported by a global film created with Grey Global, featuring Haaland, Klopp and football figures including Alfie Haaland. Set to Feelin’ Alright, the creative will run across TV, social and out-of-home channels.
Budweiser said the “Let It Pour” platform aims to capture the shared experience of football fandom across bars, homes and cities, presenting an opportunity for retailers to capitalise on increased demand for both alcohol and alcohol-free options, including Budweiser 0.0, during the 39-day tournament.
The announcement follows the Coca-Cola Company naming England and Chelsea star Cole Palmer as its newest brand ambassador, who will feature in brand activations linked to the Premier League and FIFA World Cup.