AB InBev has added its Nütrl RTD brand to the sponsorship arrangement for this year’s FIFA World Cup.
The deal, which is an addition to the group’s wider official World Cup partner package with event organiser FIFA, will see the RTD brand hold ‘official hard seltzer sponsor’ status at the tournament. The FIFA World Cup 2026, which will be hosted across Canada, Mexico and the US, kicks off on 11 June and runs until 19 July.
Financial terms of the latest agreement between AB InBev and FIFA were not disclosed.
Activation plans for Nütrl include in-stadium presence alongside on- and off-premise activity in the US. AB InBev’s unit in the country will also run a national sweepstake offering prizes including match tickets and a “FIFA World Cup Final weekend experience”.
The deal adds to AB InBev’s previously announced activity around this summer’s World Cup, which includes an advert for Michelob Ultra fronted by the brand’s ambassador, Lionel Messi.
Anheuser-Busch launched the vodka-based RTD domestically four years ago and recently invested in a “year-long creative suite” for the brand in the market that includes TV and radio presence.
Last year, the US unit acquired a majority-stake in RTD Beatbox Beverages, spending “up to” US$490m on the malt- and wine-based brand.
