Budweiser 0.0 has launched In the Hands of Fans, a new campaign that marks the start of its partnership with the International Cricket Council (ICC) for the ICC Men’s T20 World Cup 2026. Moving away from athlete-centric storytelling, the campaign places cricket fans at the heart of the sport, recognizing their role in shaping cricket’s most iconic moments.
Rooted in the insight that cricket in India is as much about spectators as it is about the game itself, the campaign celebrates fandom across stadiums, homes, pubs, public screenings, and shared viewing spaces. From collective gasps to roaring celebrations, In the Hands of Fans positions fans as cultural contributors whose emotions, rituals, and reactions elevate the game beyond the boundary lines.
Commenting on the campaign, Vineet Sharma, vice president – Marketing & Trade Marketing at AB InBev India, said cricket’s energy comes from the people who watch it together. He noted that the campaign celebrates the moments that define cricket and the fans who bring them alive. As Budweiser 0.0 begins its association with the ICC, the brand aims to create culture-first, fan-led experiences across multiple Indian cities, with the ambition of making the campaign a global benchmark for fan engagement.
The campaign will roll out across India through a mix of media activations and on-ground initiatives. Planned touchpoints include live screenings, immersive installations, strategic partnerships, and limited-edition packaging released during the tournament period. These activations are designed to meet fans where they already gather, reinforcing shared experiences around the game.
In the Hands of Fans is part of Budweiser 0.0’s broader focus on sports and youth culture, using the ICC Men’s T20 World Cup 2026 as a platform to deepen cultural relevance. By celebrating fandom itself, the brand reinforces the idea that cricket’s greatest moments don’t just happen on the pitch – they are created by the people watching.
