AB InBev has unveiled its global ‘Cheers to Bars’ campaign as part of its build-up to the FIFA World Cup 2026, celebrating the role of local bars as key gathering spaces for football fans during the tournament.
The initiative will be led by the company’s flagship brands, Michelob ULTRA and Budweiser, both official beer sponsors of the FIFA World Cup 2026. Through the campaign, AB InBev aims to strengthen connections between fans, local communities, and hospitality venues that become hubs of celebration during major sporting events.
As part of the programme, the brewer plans to organise approximately 200,000 watch parties across more than 40 countries, creating shared viewing experiences for football enthusiasts around the world. The campaign will also feature trade-focused initiatives designed to support bar owners and help participating venues maximise opportunities during the tournament.
Supporting the launch is a new brand film developed by creative agency GUT. The film highlights the unique atmosphere of bars during football matches, showcasing how these venues bring people together through collective celebrations, memorable moments, and a shared passion for the game.
In addition to fan engagement activities, AB InBev will promote responsible consumption through training programmes for participating venues and by offering no- and low-alcohol beverage options alongside its traditional portfolio.
The campaign forms a key part of AB InBev’s broader FIFA World Cup 2026 activation strategy. With the upcoming tournament set to be the largest edition in the competition’s history, the company is positioning bars at the centre of the fan experience, reinforcing their importance as social spaces where communities come together to celebrate football.
