AB INBEV RAISES A GLASS TO BARS WITH FIFA WORLD CUP 2026 CAMPAIGN

AB InBev has unveiled Cheers to Bars, a global campaign celebrating local bars as the heart of FIFA World Cup 2026 viewing. With 200,000 watch parties planned across 40 countries, the brewer’s initiative blends trade support, creative storytelling, and responsible service, reinforcing bars as cultural hubs of football and community.  

AB InBev has launched Cheers to Bars, a global campaign designed to spotlight local bars as the epicentres of football fandom during the FIFA World Cup 2026. Timed with the largest edition of the tournament to date, the initiative underscores the brewer’s belief that bars are more than venues—they are cultural touchstones where football and beer unite communities.  

The brewer, whose flagship brands Michelob ULTRA and Budweiser are official beer sponsors of the FIFA World Cup 2026, has committed to hosting 200,000 watch parties across more than 40 countries. These gatherings will transform neighbourhood bars into communal arenas, ensuring fans experience the highs and lows of the tournament together.  

“During the FIFA World Cup 2026, bars will become the beating heart of every neighbourhood – places where strangers become friends, every goal is celebrated as one, and collective memories are created with every raised glass,” said Michel Doukeris, CEO of AB InBev. He emphasised that beer and football have long been catalysts for joy and belonging, with bars holding a special place in cultural life.  

The campaign includes a new film, also titled Cheers to Bars, developed in partnership with creative agency GUT. The film highlights the role of bars during major sporting events, portraying them as spaces where football transcends the pitch to become part of everyday life.  

Beyond storytelling, AB InBev is rolling out trade programmes to support bar owners, equipping them with tools to maximise the World Cup opportunity. The initiative also integrates responsible service measures, including training for participating venues and the inclusion of no- and low-alcohol beverage options, reflecting the company’s commitment to moderation and inclusivity.  

Watch parties will be staged across diverse markets, from bustling urban centres to smaller communities, reinforcing the idea that football’s spirit thrives in shared spaces. By embedding itself into these local rituals, AB InBev aims to strengthen its brands’ cultural resonance while driving engagement at scale.  

The campaign forms part of AB InBev’s broader activation around the FIFA World Cup 2026, which is set to be the largest edition in history, spanning three host nations and promising unprecedented global reach. For the brewer, the tournament is not only a commercial opportunity but also a chance to reaffirm its role in shaping the social fabric of football fandom.  

Ultimately, Cheers to Bars positions AB InBev as a champion of community and culture, ensuring that the World Cup is experienced not just in stadiums or on screens, but in the convivial atmosphere of local bars. By blending tradition with innovation, the brewer is betting on the enduring power of football and beer to bring people together in moments of joy, unity, and celebration.