With sponsorships led by Budweiser globally and Michelob ULTRA in the U.S., AB InBev will continue our legacy of uniting beer and sports to create unforgettable moments of celebration during the FIFA Club World Cup 2025™. The tournament will host 32 of the world’s best football clubs for a month-long celebration across 11 host cities, starting on June 15.
“Our brands are at the heart of meaningful cultural moments and iconic sporting events,” said AB InBev CEO, Michel Doukeris. “This partnership with the FIFA Club World Cup continues our legacy of bringing beer and sports together for fans around the world, creating more moments of celebration and cheers. We look forward to activating this first-of-its-kind tournament in partnership with FIFA.”
Budweiser: Celebration in the making
As the Official Global Beer Sponsor of the FIFA Club World Cup 2025™, Budweiser will be there to energize fan passion at the groundbreaking tournament and elevate celebrations at every stage.
“In partnership with FIFA, Budweiser has been celebrating football culture and its legions of fans for nearly 40 years, and we’re proud to launch this global platform to match the energy, scale and excitement of this unique competition,” said Richard Oppy, Global President, Premium Company at AB InBev. “Whether it’s being in a local pub at match kickoff or being in a packed stadium cheering the return of a champion club, Budweiser will be there to ensure every moment of this FIFA Club World Cup feels like an epic celebration in the making.”
- The brand officially kicked off its new global platform “Celebration in the Making” with “ThunderBud,” a new film set to AC/DC’s legendary “Thunderstruck.” The spot captures the moment a Budweiser can cracks open in a crowded stadium, unleashing an electrifying anthem that raises fans and players alike toward victory.
- Announced was the return of Budweiser's celebrated “Bring Home The Bud” campaign, which debuted during the FIFA World Cup 2022™ and again for the FIFA Women’s World Cup 2023™, giving fans of those winning countries a celebration fitting of a world champion: free beer for those of a legal drinking age. The tradition continues this tournament, as the signature Budweiser-branded red beer crates are already making appearances in cities across Brazil, UK, and China to build excitement for the ultimate payoff for the winning club* and its home supporters.
- In a first-of-its-kind integration, Budweiser will celebrate standout moments on the pitch through “Celebration of the Match” content created by FIFA for each matchday, which Budweiser will amplify across social media. Fans will have the chance to vote online for their favorite highlights.
- Limited-edition retail packaging for Budweiser and Budweiser Zero features an updated crest and creed and bespoke gold elements for FIFA Club World Cup 2025™.
Michelob ULTRA: Bringing fans closer to the pitch
As the Official Beer Sponsor of the FIFA Club World Cup 2025™, Michelob ULTRA – the fastest growing beer brand** in the U.S., will help fans immerse themselves in the tournament no matter where they are – at the stadium, at home, or at the bar.
“We're in the golden age of soccer in the United States, and Michelob ULTRA has the unique privilege of being in the hands of the sport's most passionate fans during this summer's FIFA Club World Cup™ and when the United States hosts the 2026 FIFA World Cup™,” said Ricardo Marques, Senior Vice President of Marketing for Michelob ULTRA.
- To officially kick-off the tournament, Michelob ULTRA revealed a brand-new ad, titled "Superior Hotel," starring the brand's global ambassador, soccer superstar, and FIFA Club World Cup™ participant, Lionel Messi.
- The campaign will also include limited-edition packaging, star-studded out-of-home featuring top players and assets in-stadium, at retail and on premise.
- At the tournament's 12 host stadiums, there will be Michelob ULTRA beer gardens—experiential pop-ups where fans can 'Play For An ULTRA' through on-site activities and games. The brand's newest innovation, Michelob ULTRA Zero, will also share the spotlight.
- The Michelob ULTRA Pitchside Club in New York City is a unique destination for VIPs and fans that will play host to curated programming, watch parties, and deliver one-of-a-kind access during the semifinal and final matches from July 8 to 13.
- Michelob ULTRA will also renew its sponsorship of the Superior Player of the Match Trophy which is awarded via fan vote to players that showcase superior on field play after each match.
Throughout the tournament, Michelob ULTRA Pitchside, the brand's superior access platform, will provide fans with a chance to sit in the best seats in the house, with a grand prize of premium seats and a customized experience for the FIFA Club World Cup™ final on July 13.
AB InBev has partnered with FIFA for nearly 40 years and is also a sponsor of FIFA World Cup 2026™, which will be jointly hosted by 16 cities across Canada, Mexico and the United States.
For more from the tournament, follow @Budweiser, @BudFootball and @MichelobULTRA on Facebook, X, Instagram and YouTube.
* Where applicable; subject to restriction.
** Circana Total US MULC through w.e. 12.29.24
