AB InBev Launches ‘Cheers to Bars’ Campaign Ahead of FIFA World Cup 2026

AB InBev has launched a new global campaign, Cheers to Bars, that celebrates local bars as the center of gathering for football fans during the FIFA World Cup 2026.

The initiative is part of the brewer’s wider activation around the tournament, where its brands Michelob ULTRA and Budweiser are official beer sponsors.

The company said the campaign will combine trade support programmes for pub owners, large-scale consumer activations and a new advertising film developed in partnership with creative agency GUT.

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Focus on Local Bars:

At the heart of the campaign is a drive to turn neighbourhood bars into community hubs where supporters can get together to soak up the thrills of the FIFA World Cup.

“Bars play a unique role in major sporting events, bringing people together to celebrate, socialise and share memorable moments,” AB InBev said.

“During the FIFA World Cup 2026, bars will become the beating heart of every neighborhood – places where strangers become friends, every goal is celebrated as one, and collective memories are created with every raised glass,” said Michel Doukeris, Chief Executive Officer of AB InBev.

“Beer and football have long been catalysts for bringing people together to create moments of joy and belonging. Nowhere is this spirit of beer and football more alive than in bars, where they share a special place in culture,” he added.

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Global Watch Parties:

As part of the initiative, AB InBev will host about 200,000 watch parties in more than 40 countries for the tournament.

The activations will include live match screenings, fan experiences and localised celebrations designed to enhance the experience of watching football.

The company said the programme is designed to enhance engagement with consumers and support hospitality venues that have an important role to play during global sporting events.

Campaign Film and Responsible Consumption:

The campaign has been marked by the launch of a new film, Cheers to Bars, which celebrates the cultural significance of bars at major football tournaments and their role in bringing communities together.

AB InBev said participating venues will also have no- and low-alcohol beverage options along with its beer offerings.

The company will also continue to promote responsible consumption through beverage service training programmes for bar operators and staff participating in the initiative.

FIFA World Cup Activation:

The Cheers to Bars programme is part of AB InBev’s wider FIFA World Cup 2026 strategy as the company prepares for what is expected to be the biggest edition of the tournament to date.

The event is expected to draw millions of fans from around the world, and the brewer is looking to tap into football’s popularity to drive consumer engagement, while supporting local hospitality businesses.

AB InBev’s campaign aims to reinforce the long-standing association of football, social gatherings and shared experiences, positioning bars as key venues for fans across the tournament.