Just when you think Budweiser has reached the peak of creativity, they manage to surprise us again. The iconic beer brand has just unveiled a bold new global campaign, “Celebration in the Making,” to coincide with the FIFA Club World Cup 2025. Once again, Budweiser proves it doesn’t just sponsor football – it lives it.
As the official global beer sponsor of the tournament, Budweiser is rolling out a multifaceted campaign that blends branding, culture, and pure fan excitement. At the heart of the campaign is the return of the hugely popular “Bring Home The Bud” initiative, giving fans a chance to win free beer if their favourite club wins the title. It’s a perfect fusion of football passion and brand engagement, something Budweiser has consistently mastered over the years.
But they’re not stopping there. Limited-edition packaging inspired by the Club World Cup will hit shelves globally, keeping Budweiser visually front and centre in the lead-up to the tournament. Meanwhile, digital screens will light up with exclusive “Celebration of the Match” content – highlighting top moments and turning everyday fans into part of the global celebration.
Richard Oppy, Global President of Premium Company at AB InBev, said it best: “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 drama of the FIFA Club World Cup.”
What sets Budweiser apart, however, is not just the scope of its campaigns, but the consistency with which it evolves. From heart-tugging Super Bowl ads to digitally driven campaigns targeting Gen Z, Budweiser always finds a way to stay relevant while remaining true to its core identity.
This campaign is no different. It taps into the global language of football, adds layers of brand interaction, and cleverly reinforces Budweiser’s position not just as a beverage, but as a cultural symbol. At a time when brand fatigue is common and many campaigns blur into one another, Budweiser once again stands out. They remind us that great marketing isn’t just about visibility – it’s about connection, emotion, and timing. With “Celebration in the Making,” Budweiser invites the world to raise a glass – not just to a match, but to a movement.