【World Cup 2026】Kicks off in June! Budweiser teams up with Sommer and Højbjerg to launch the World Cup celebration (with the full group list)

The quadrennial sports event, the 2026 FIFA World Cup, will kick off in June! Official beer sponsor Budweiser Asia Pacific (01876)
Parent company AB InBev’s brand Budweiser announces the launch of the global football platform “LET IT POUR, the celebration starts now,”
together with football superstar Erling Haaland and legendary coach Jürgen Klopp, sparking football fever in over 40 countries worldwide.

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Haaland to participate in the World Cup for the first time, conveying dreams and passion

As one of the hottest record holders in today’s football world, global ambassador for Budweiser, Haaland, will make his first appearance on the World Cup stage in 2026. Haaland said, “Representing my country is a lifelong dream and an indescribable honor. Budweiser’s ‘LET IT POUR’ campaign perfectly reflects my mood heading into the tournament, knowing that fans around the world will share these important moments with us, experiencing the passion and determination on the field.”

In addition to Haaland, Budweiser also invited football icon Jürgen Klopp to join as an ambassador. Klopp emphasized that the World Cup can inspire optimism and unparalleled enthusiasm, sharing meaningful moments with fans worldwide. Through Budweiser’s activities, we hope to capture the joy of fans gathering together, sharing beautiful moments, and celebrating the most exciting aspects of football.

The new promotional video “Feelin’ Alright” shines with stars

Budweiser and Grey Global have teamed up to create a brand-new promotional video, starring Haaland and Klopp, with legendary footballer Alfie Haaland, Haaland’s father, making a surprise cameo.

• Musical inspiration: The video features Joe Cocker’s classic hit “Feelin’ Alright” as the theme song.
• Scene extension: The promotional video depicts the 39-day tournament, turning bars, homes, and streets into stages for collective celebration.
• Full coverage: The ad will run across TV, social media, and large outdoor billboards, calling on fans to raise their Budweiser beers or alcohol-free Budweiser 0.0% to cheer for their teams.

Budweiser Group: 40 years of unwavering football commitment

Richard Oppy, President of the global premium brands division at Budweiser, stated that Budweiser has participated in World Cup celebrations for over 40 years. This year, through the slogan “LET IT POUR,” it’s not only about connecting fans but also about elevating the football atmosphere to new heights, allowing every consumer to fully immerse themselves in this global party.

2026 World Cup Format Changes: From 32 to 48 Teams

The complete group list for the 2026 World Cup has been released. In response to the format change this year, the tournament’s final stage has been expanded from 32 to 48 teams, divided into 12 groups of 4 teams each, playing round-robin matches. The total number of matches has increased to an unprecedented 104.

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