Anheuser-Busch InBev has commenced the marketing activity for its Budweiser brand in the run-up to this year’s FIFA World Cup.
The brand, which holds ‘official beer’ status for the tournament, unveiled its ‘The World is Yours to Take’ activation this week. Kicking off in 70 markets worldwide, the campaign centres around an ad featuring Lionel Messi, Neymar Jr, and Raheem Sterling.
Supporting the clip will be a match ticket giveaway via QR codes on Budweiser bottles and cans along with ‘The Budverse x FIFA World Cup NFT Collection’. Two types of non-fungible tokens will feature.
The campaign rollout represents the broadest in Budweiser’s 146-year history, according to the brand owner.
The FIFA World Cup will be hosted by Qatar and runs from 20 November to 18 December. The tournament offers A-B InBev the chance to finish 2022 on a high, having recently posted an 11.5% year-on-year sales rise from the six months to the end of June.
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