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FIFA 2023: How brands are kicking off the Women's World Cup

Budweiser will also ship crates of beer to countries participating in the world cup, hosting a celebration for the winning team, where it will unveil the final “The World is Yours to Take” film, complete with highlights from the winning team’s most iconic moments throughout the tournament. Allison + Partners is supporting PR.

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How Budweiser marketed its way out of the ‘awkward’ World Cup beer ban

When Budweiser learned on November 18 (just 48 hours before kick-off) that, despite earlier assurances, the Qatari government would be banning alcohol sales at 2022 World Cup stadiums, the $75m Fifa sponsor was understandably taken aback. “I thought it was a joke,” says Richard Oppy, the vice-president of brands at owner Anheuser-Busch InBev. It wasn’t.

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