Budweiser 0.0, the refreshing non-alcoholic lager by Budweiser, has marked 40 years of its partnership with FIFA or the Fédération Internationale de Football Association. The iconic brand partnership, spanning over 40 years, remains one of the most memorable brand partnerships in modern sports. To mark this 40-year FIFA partnership, Budweiser 0.0 launched a series of fan-focused activations in India. Let’s take a look at these celebrations!
Budweiser 0.0 has launched a series of fan-focused activations across India to mark 40 years of its brand partnership with FIFA. The 40-year partnership anniversary coincides with the FIFA World Cup 2026.
As the Official Sponsor of the FIFA World Cup, the 40-year partnership celebrates a legacy that has shaped some of the most iconic moments in global sports culture.
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Now Budweiser 0.0 is rolling out immersive, fan-focused experiences under its global campaign, ‘Let it Pour’. The campaign celebrates the passion, anticipation, and the collective spirit that has defined the FIFA World Cup experience for decades.
To kick off the 40-year anniversary of Budweiser 0.0 partnership with FIFA, the brand unveiled a one-of-a-kind interactive voice-powered Messi Mural in Mumbai on June 11, 2026. This was also the opening day of the globally anticipated tournament.
The launch event was attended by football legend Bhaichung Bhutia along with Bollywood actors like Ahan Shetty and Ibrahim Ali Khan. They joined fans to celebrate the launch event with a curated FIFA X Budweiser 0.0 experience. Through iconic memorabilia, storytelling, and fun experiences, the FIFA X Budweiser 0.0 launch event kicked off Budweiser 0.0’s 40-year FIFA partnership.
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Speaking on the milestone, Vineet Sharma, Vice President - Marketing, AB InBev India commented, “For us, the FIFA World Cup is far more than a marketing moment - it’s where our identity as a brand rooted in celebrations truly comes to life. As we mark 40 years of partnership with FIFA, we’re building on a legacy that has shaped some of the most iconic moments in football and global fan culture. In India, where football fandom is becoming more expressive and culturally connected, we’re excited to bring that energy to life through experiences like our interactive Messi mural – creating spaces where fans can come together and celebrate their passion for the game. Our focus is on showing up in ways that feel authentic, relevant, and true to the spirit of collective celebration that defines the FIFA World Cup”.
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Budweiser 0.0 has kicked off its 40-year anniversary with the FIFA World Cup by rolling fan-focused activations across India. The iconic milestone coincides with the ongoing FIFA World Cup 2026, with the FIFA World Cup being one of the most watched televised events in the world.
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