AB InBev Launches ‘Cheers To Bars’ Campaign Ahead Of FIFA World Cup 2026

AB InBev has launched ‘Cheers to Bars’, a global campaign timed with the FIFA World Cup 2026. The campaign is focusing on local bars as destinations you can head to to enjoy the tournament. The initiative includes 2,00,000 watch parties across more than 40 countries and is aimed at celebrating the impact of local bars in sports.

Also Read: How Diageo Is Using FIFA World Cup 2026 To Redefine Sports Marketing

Watch Parties, Work From Bar, & More

AB InBev’s global brands Michelob ULTRA and Budweiser are the official beer sponsors of the FIFA World Cup 2026. As the global brewing company’s two major brands are the official beer sponsors of the FIFA World Cup, it said the initiative will include trade programs for bar owners, a campaign film developed with the creative agency GUT, and multiple watch parties across several markets. Events under the platform will also feature no-alcohol and low-alcohol options alongside responsible beverage service training.

According to AB InBev, it plans to host 2,00,000 watch parties in more than 40 countries as part of the program. The campaign also includes a new film titled ‘Cheers to Bars’ which highlights the role of bars during major sporting events.

Around the world, celebrations will support local bars:

• AB InBev is hosting 200,000 watch parties across more than 40 countries, transforming bars into the ultimate match-day destination.
• In the U.S., Stella Artois is launching “Work From Bar,” reimbursing up to $100,000 for fans 21+ who enjoy a Stella Artois 0.0 or Stella Artois while watching weekday FIFA World Cup 2026 matches from their local bar.
• In Brazil, Ambev will invest more than R$100 million in 2026 to provide mentoring and financial solutions for entrepreneurs at up to 250,000 points of sale across the country.

Also Read: How Diageo Is Using FIFA World Cup 2026 To Redefine Sports Marketing

Michel Doukeries, CEO, AB InBev, On The New AB InBev Campaign

“During the FIFA World Cup 2026, bars will become the beating heart of every neighborhood – places where strangers become friends, every goal is celebrated as one, and collective memories are created with every raised glass,” said Michel Doukeris, CEO, AB InBev. He continued, “Beer and football have long been catalysts for bringing people together to create moments of joy and belonging. Nowhere is this spirit of beer and football more alive than in bars, where they share a special place in culture.”

Also Read: Tequila Don Julio 1942 Unveils Limited-Edition Bottle Ahead Of FIFA World Cup 2026

Summing Up

As billions of fans come together to cheer for their favorite teams in the FIFA World Cup 2026, bars will play an essential role in bringing people together. AB InBev, with its ‘Cheers to Bars’ campaign, is aiming at celebrating local bars and their impact on communities across the globe.