Budweiser campaigns with football icons

Budweiser, the official beer of the FIFA World Cup, teams up with Messi, Neymar Jr., and Sterling to inspire fans to seize greatness.

Budweiser has debuted a global rallying-cry for fans: “The World is Yours to Take.” In partnership with international football icons Lionel Messi, Neymar Jr., and Raheem Sterling, Budweiser has launched its FIFA World Cup campaign in more than 70 countries, the most in the brand’s 146-year history.

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

The spot cleverly uses the tunnel as a metaphor to connect fans to the emotion and anticipation which the players feel before the match; inspiring them to take the next step in their journey towards pursuing their dreams. The soundtrack of the campaign is a reimagining of the iconic ‘Tears for Fears’ anthem “Everybody Wants to Rule the World.” 

Speaking on the campaign, footballer Lionel Messi made a special call out to Indian fans and said, “Budweiser’s new campaign is a challenge to chase your dreams and go for greatness, and I couldn’t be more excited to help bring that message to fans across the world. To my fans in India, I hope the film inspires and encourages them to recognise that greatness is just one step away and despite the many hurdles, the world is yours to take.”

In this global campaign, Budweiser has created new avenues for fans to experience the FIFA World Cup both on the ground and at home. Some of the key highlights will include a chance to attend BUDX, FIFA Fan fest watch parties which will be hosted around the world for the first time, on-site activations and musical performances at the Budweiser Hotel.

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 this year.