Budweiser 0.0 unveils campaign ahead of Men’s T20 World Cup 2026

Budweiser 0.0 has launched ‘In the Hands of Fans’, marking the start of its partnership with the International Cricket Council (ICC) for the ICC Men’s T20 World Cup 2026. The campaign celebrates cricket’s iconic moments and the fans who bring the game to life.

Rolled out as a pan-India, youth-focused initiative, the campaign features a 360-degree activation plan including nationwide media, on-ground activations, fan-first screening experiences, culture-led partnerships and limited-edition packaging throughout the tournament.

Commenting on the launch, Vineet Sharma, Vice President – Marketing & Trade Marketing, AB InBev India, said, “Cricket in India is fueled by its fans, in stadiums, in homes, in pubs and in all the places where the game is watched together. With ‘In the Hands of Fans’, we’re celebrating the iconic moments that define the game of cricket and the people who bring those moments to life. As we begin our association with Cricket, Budweiser 0.0 is bringing alive culture-first experiences across multiple cities of India, creating a fresh fan-first outlook that is set to make this campaign an international trendsetter.”

With India now Budweiser’s third-largest global market outside the US, the campaign reinforces Budweiser 0.0’s positioning at the intersection of sport, youth culture and modern celebrations.

With this launch, Budweiser 0.0 reinforces its place at the intersection of sports, youth culture and modern celebrations—premium, inclusive and always in the hands of fans. Celebrating ICC Men’s T20 World Cup through bold partnerships, culture-led experiences and unforgettable fan moments, ‘In the Hands of Fans’ is truly centred in the hands of the people who make the game legendary.