Budweiser Unveils “Let It Pour” Platform for FIFA World Cup 2026™ Featuring Haaland and Klopp

Budweiser, the Official Beer Sponsor of the FIFA World Cup 2026™, has launched its new global football platform, “Let It Pour,” marking the start of the final countdown to the tournament.

Activating in over 40 countries, the campaign features two of the sport’s most influential figures: Manchester City striker Erling Haaland and legendary manager Jürgen Klopp.

The platform is designed to supercharge fan celebrations through a multi-faceted approach, including global experiential events, exclusive merchandise, and a high-profile digital film.

Global Ambassadors and Strategic Integration

The partnership with Erling Haaland is particularly significant as the Norwegian striker is set to make his FIFA World Cup™ debut in 2026. This follows Norway’s historic qualification in November 2025, which ended a 28-year wait for the nation.

“In my first FIFA World Cup, I’ll be leaving everything on the pitch, so Budweiser’s ‘Let It Pour’ campaign really hits home.”

“I’ve dreamed of representing my country on this stage my entire life,” Haaland said.

Jürgen Klopp joins the campaign to amplify the emotional intensity of the tournament. The creative content, produced by Grey Global, features both icons alongside a cameo from Alfie Haaland and is set to the track “Feelin’ Alright” by Joe Cocker.

To drive revenue and engagement throughout the 39-day tournament, Budweiser has introduced several new consumer touchpoints:

• The Bud Fan Store: An online retail platform offering tournament-inspired apparel, including a number 26 football kit and iconic bowtie-emblem windbreakers.
• Bud FC: An experiential platform developed with WINK that will host fan festivals and live screenings in major global hubs.
• Inclusive Portfolio: The campaign promotes both the flagship lager and Budweiser 0.0%, catering to the growing global demand for non-alcoholic options during live sporting events.

40 Years of Partnership

This campaign reinforces Budweiser’s four-decade legacy as a primary FIFA sponsor.

Global president at AB InBev, Richard Oppy, noted that the platform is an invitation for fans to “fully embrace” the shared outpouring of passion that defines the World Cup.

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