Budweiser 0.0 rolled out a series of fan-first activations in Colombo during the high-voltage India–Pakistan cricket clash, reinforcing its focus on immersive, on-ground engagement during marquee sporting moments.
At the heart of the initiative was the ‘BUD Hotel’-a curated hospitality and entertainment space designed to bring together fans, creators, and invited guests for a shared match-viewing experience. The venue featured live entertainment, interactive brand-led moments, and social-first experiences that ran alongside the game, positioning Budweiser 0.0 as a central part of the matchday atmosphere.
Adding to the excitement, former international cricketers Jonty Rhodes, Aaron Finch, and Dale Steyn made appearances at the BUD Hotel, interacting with fans and amplifying the brand’s community-led approach. As part of its engagement strategy, Budweiser 0.0 also flew select fans from India to Colombo, turning the fixture into a once-in-a-lifetime experience.
Speaking on the initiative, Vineet Sharma, Vice President – Marketing & Trade Marketing at AB InBev India, said the brand aims to set a new benchmark for fan-centric cricket experiences during the T20 World Cup. He highlighted how the Colombo activation blended cricket, local culture, creators, and iconic city landmarks to celebrate the sport’s emotional pull.
Extending beyond the venue, Budweiser 0.0 illuminated Colombo’s Lotus Tower in brand colours, creating a striking visual moment across the city. The programme also featured a mid-innings performance by Singaporean-Tamil rapper Yung Raja, adding a cultural layer to the cricketing spectacle.
Overall, the initiative underscored Budweiser 0.0’s strategy of enhancing live sports viewing through experiences that prioritise fandom, community, and celebration over conventional sponsorship visibility.
