Budweiser's "Let It Pour" Campaign: Key Findings
- Budweiser launched "Let It Pour" on April 28 across 40-plus countries with Haaland and Klopp as global ambassadors.
- The global film was created by Grey Global and directed by Steve Ayson, set to Joe Cocker's "Feelin' Alright."
- Bud FC fan events and a Bud Fan Store extend the campaign into physical experiences across select markets.
Budweiser launched its FIFA World Cup 2026 campaign, keeping in line with a sponsorship that has run continuously since Mexico 1986.
"Let It Pour," created by Grey Global and directed by MJZ's Steve Ayson, runs across more than 40 countries with Erling Haaland and Jürgen Klopp as its global ambassadors.
The film opens with Klopp sitting in a bar as his pint of Budweiser begins to rumble.
It then follows fans across the world watching their teams, before Haaland scores a goal and a fan imagines meeting both Haaland and his father, former player Alfie Haaland, in a photo booth.
Set to Joe Cocker's "Feelin' Alright," the spot runs across TV, social, and OOH.
Budweiser has held the FIFA World Cup official beer sponsorship for 40 years, and the "Let It Pour" platform is built around that accumulated presence.
The Talent and the Creative Logic
Haaland will make his FIFA World Cup debut in 2026.
This gives the campaign a personal brand story to work with alongside his status as one of the most recognizable players in the game.
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Haaland spoke about his role in the campaign in the official press release.
"In my first FIFA World Cup, I'll be leaving everything on the pitch, so Budweiser's 'Let It Pour' campaign really hits home because it reflects exactly how I feel heading into the tournament," he said.
"I've dreamed of representing my country on this stage my entire life, and now that it's here, it's an incredible honor."
Klopp, who retired from club management in 2024 after leaving Liverpool FC, brings a different kind of authority to the campaign.
His career is built on the emotional side of football, and his public persona has focused on the relationship between players and fans.
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Klopp also addressed his involvement in the campaign's press release.
"The FIFA World Cup inspires optimism and unmatched passion for every person watching, and to share that with fans around the world is truly remarkable," he explained.
"I've lived it, so partnering with Budweiser and being part of the 'Let It Pour' campaign is about capturing that feeling of when fans come together, share the moment, and celebrate what makes football so special."
The Experiential and Merchandise Layer
Budweiser is launching Bud FC, a global fan event platform built with experiential agency WINK.
It will run watch parties and activations at FIFA World Cup 2026 festivals in select markets.
The Bud Fan Store, available online, will also sell FIFA-inspired merchandise.
This includes a numbered 26 Budweiser football kit and a FIFA World Cup 2026 windbreaker featuring the Budweiser bowtie emblem.
The campaign also runs a Budweiser 0.0% strand alongside the main product, giving the brand reach with non-drinking fans watching the tournament.
The Budweiser campaign shows how an established sports sponsor can use long-term tenure as a creative asset:
- Use sponsorship history as creative material: 40 years of World Cup presence gives "Let It Pour" a credibility layer built on genuine tenure.
- Cast talent for personal narrative fit: Haaland's World Cup debut gives the campaign a story that runs through the tournament, not just the launch spot.
- Extend the film into physical experiences: Bud FC watch parties and the Fan Store give fans a way to participate in the campaign beyond watching the ad.
With FIFA projecting around six billion people engaging with the 2026 tournament, the reach argument for official sponsorship is as strong as it has ever been.
Budweiser's 40-year presence also means the brand doesn't have to work to establish its credentials from scratch.
Our Take: Does "Let It Pour" Work as a World Cup Platform?
We think it's a strong execution, and the father-son detail is the creative strategy that makes the Haaland casting land properly.
Signing the most dominant striker in world football makes commercial sense on its own.
Adding Alfie Haaland to the film, a former World Cup player watching his son compete on the same stage, gives the campaign an extra emotional layer.
It's details like this that make a campaign worth remembering.
The Klopp pairing also bring brings the fan and manager perspective to a campaign that otherwise sits entirely on the player side.
His retirement from club football means the partnership doesn't compete with any club allegiances during a tournament where national identity is everything.
Powerade also recently launched its FIFA World Cup 26 campaign starring Lamine Yamal and Rodrygo Goes, with a global platform built around athlete preparation.
Brands planning major sports sponsorship campaigns need agencies that understand how to build creative platforms that hold up across a 39-day tournament and beyond.
Explore the top sports marketing agencies in our directory.
