Observed Signal · Apr 28, 2026 · Product Launch · Source: Adweek · Impact: 2/5 · Sentiment: Neutral
Budweiser Launches 'Let It Pour' World Cup Campaign
Anheuser‑Busch InBev’s Budweiser has unveiled a global World Cup campaign titled “Let It Pour,” starring soccer players Erling Haaland and Jürgen Klopp. The spot, created by Grey Global and set to Joe Cocker’s “Feelin’ Alright,” depicts fans around the world celebrating as Haaland scores; the creative includes cameo elements such as Alfie‑Inge Haaland and a Godzilla scene. The campaign will run in 40 countries (excluding the U.S., where Michelob Ultra and Stella Artois will run their own World Cup work). Budweiser is also releasing limited‑edition bottles featuring designs from the past 10 tournaments and operating an online Bud Fan Store selling branded merchandise. Richard Oppy, global president, Premium Company at AB InBev, is quoted about centering fans and emotions in the campaign.
Brand creative and merchandising announcement with marketing and sponsorship relevance but limited impact on ad tech infrastructure, standards, or measurement.
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Key Takeaways & Evidence Grounding
- Anheuser‑Busch InBev’s Budweiser launched a World Cup campaign called "Let It Pour".
- The campaign features Erling Haaland and Jürgen Klopp and was created by Grey Global.
- The film uses the song "Feelin’ Alright" by Joe Cocker.
- The campaign will air in 40 countries, excluding the U.S.
- Budweiser is releasing limited‑edition World Cup bottles and operating an online Bud Fan Store with merchandise.
Connected Companies & Entities
2 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Heineken Gears Up Soccer Marketing for 2026 World Cup
Heineken USA is substantially increasing its soccer-focused marketing ahead of the 2026 FIFA World Cup, boosting soccer spend by 189% year-over-year. The company is launching limited-edition soccer-themed 12- and 24-packs in U.S. retail partners (including Publix), running TV ads and events under a new brand platform called "Fans Have More Friends," and staging watch parties in major U.S. cities such as Los Angeles, Houston, Philadelphia, New York City, Miami and Dallas. Heineken — which has trademarked the phrase "the official beer of soccer" though it is not an official World Cup sponsor — will continue in-person activations, provide promotional kits to select bars, and leverage past sports partnerships (MLS, International Champions Cup) while its 30-year UEFA Champions League sponsorship is set to end in 2027.
Roundup: Biggest World Cup 2026 Ad Campaigns
The Drum published a rolling roundup (2026-05-01) of the major advertising campaigns tied to the FIFA World Cup 2026. The article catalogs brand creative from official sponsors and marketers — including Adidas, Nike, Coca‑Cola, Pepsi, Budweiser, McDonald’s, Visa, Deliveroo, DraftKings and others — highlighting spot concepts, featured talent, agencies and channel plans (TV, digital, OOH, social, experiential). Notable creative approaches include Adidas’s 'La Preparación Americana' (Lionel Messi), Nike’s 'Rip the Script', a multilingual AI‑dubbed spot for Pantalones using Matthew McConaughey’s voice via ElevenLabs, and a joint Deliveroo/DoorDash/Wolt campaign. The piece emphasizes how brands are activating across global and local markets to capture tournament-viewing rituals, fan culture, and travel/retail moments throughout the competition.
Six Standout Local World Cup Ads Highlight National Culture
Adweek published a roundup of six notable local World Cup commercials showcasing how brands are using regional culture and fan rituals to connect with audiences. The piece, by Rebecca Stewart, highlights campaigns from Adidas (including a “Choose Scotland” spot by Leith Agency), Brazilian beer brand Brahma, Irn-Bru, Nike, Palace and an Orange France ad fronted by Kylian Mbappé. The article argues many of the most creative tournament commercials were local rather than global efforts, using national identity and regional nuance as the central storytelling lens.
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