A-B InBev is poised to sponsor watch parties and offer bar promotions and mentoring as part of an on-premise push during the FIFA 2026 World Cup.
The campaign, titled ‘Cheers to Bars’, will see the group “hosting” 200,000 watch parties in 40-plus countries and launching a scheme to incentivise consumers to work from on-premise venues during matches – offering “up to US$100,000” for fans ordering a Stella Artois 0.0 or Stella Artois during the working week. In Brazil, meanwhile, domestic unit Ambev is investing in the region of BRL100m (US$19.3m) in an entrepreneurs mentorship scheme that will run throughout 2026.
‘Cheers to Bars’, described as a “global platform”, is led by a one-minute-40-second advert (below) celebrating the on-premise and its “impact on communities all over the world”. The spot has been shared on AB InBev’s social media channels – Global Drinks Intel has asked for further placement information.
“During the FIFA World Cup 2026, bars will become the beating heart of every neighbourhood – places where strangers become friends, every goal is celebrated as one, and collective memories are created with every raised glass,” said AB InBev CEO Michel Doukeris
“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.”
AB InBev is an ‘official sponsor’ of the World Cup, which kicks off on Thursday (11 June). In April, the company announced David Beckham would again front its Stella Artois brand in the run-up to the competition, featuring in an on-premise-themed advert. For Michelob Ultra, meanwhile, comedian & actor Kevin Hart was chosen to front the brand’s latest advert.
