Budweiser says that it will launch its FIFA World Cup campaign in South Africa and in more than 70 countries, which is the most that it has in the brand's 146-year history.

The campaign is anchored by a cinematic film featuring the athletes and a diverse group of fans making their way through the player's tunnel with conviction toward the FIFA World Cup pitch.

According to the brand, the spot cleverly uses the tunnel as a metaphor to connect fans to the emotion and anticipation the players feel before the match, inspiring them to take the next step in their journey towards pursuing their dreams.

The brand adds that the soundtrack of the campaign is a reimagining of the iconic Tears for Fears anthem Everybody Wants to Rule the World, capturing the passion and enthusiasm fans will feel during 2022's tournament.

"As a sponsor of the FIFA World Cup for more than 30 years, we wanted to capture the infectious global energy of football fans everywhere to encourage people to find the conviction to go for greatness, no matter what the journey to get there might look like," says Todd Allen, global vice president of marketing at Budweiser.

"Determination to overcome challenges in the name of achieving greatness, like we've seen countless times from Messi, Neymar Junior and Sterling who is an inspiration to us and fans worldwide. We hope our new campaign reminds fans that the world is yours to take no matter what stands in your way," adds Allen.

In this global campaign, Budweiser has also created new avenues for fans to experience the FIFA World Cup both on the ground and at home. Additionally, South African football fans can expect a special Mzansi flavour at fan fest zones around South Africa during the world cup.

"South Africa has a wonderfully rich, colourful football culture, which brings people together to watch games in a very special way. Although our national team is not in the running, South African fans will no doubt get behind the other African teams to support and cheer them on their journeys — hopefully to a win," concludes Thomas Lawrence, FIFA World Cup lead, Budweiser South Africa.

Other global activations include:
  • the chance to win match tickets by scanning QR codes found on limited-edition Budweiser bottles and cans
  • attending BUDX FIFA Fanfest watch parties around the world for the first time
  • on-site activations
  • musical performances at the Budweiser Hotel in Doha, and
  • NFTs that commemorate the world's biggest sporting event.

To further celebrate the FIFA World Cup partnership, Budweiser adds that it will also bring some of Mzansi's hottest talent in the music scene as part of the global cast of 250 of the world's most exciting creators and innovators to the BudX Doha experience. This is where they will unite in the name of creative expression and collaboration.

The Budverse x FIFA World Cup NFT Collection will be available to consumers of legal drinking age via two different token types at launch — the Budweiser Live Scoreboard and the Budweiser World Cup 360 Experience.

To learn more about the Budverse x FIFA World Cup Collection, individuals can click here. 

The campaign film was developed in partnership with creative agency Wieden+Kennedy and is an evolution of Budweiser's new 'Yours to Take' platform launched earlier in 2022. 



For more information, visit www.budweiser.com. You can also follow Budweiser on Facebook, Twitter or on Instagram.