Roberto Carlos Delivers the Beer in Budweiser’s FIFA Club World Cup Campaign

Roberto Carlos is past delivering pinpoint free kicks and is now bringing home the beer. 

Budweiser has officially launched its FIFA Club World Cup 2025 campaign, "Bring Home The Bud."

In partnership with global communications agency Weber Shandwick, it features the Brazilian football legend leading the global celebration.

In the opening spot, Carlos is presented as the ultimate “master of deliveries,” linking his precision on the pitch to Budweiser’s promise of delivering free beer to the winning club and its fans.

Budweiser revived its age-old campaign earlier this month, kicking things off with a "Thunderbird" short film to capture the stadium energy and emotional highs of football fans. 

The reveal with Carlos builds on this hype, setting the tone for a high-energy run-up to one of club football’s biggest tournaments.

“There’s nothing like the feeling of bringing home a trophy, and with Budweiser, we’re turning that feeling into a global celebration,” Carlos said.

“I’m proud to join the 'Bring Home The Bud' campaign for the FIFA Club World Cup and raise a toast to the legends and fans making history.”

The campaign fuses Budweiser’s global beer culture with the universal passion of football fandom as the brand aims to make the tournament feel like one giant party for supporters across continents.

Rolling Out the Red Crates

The 30-second hero spot starts off with multiple Budweiser-branded helicopters carrying crates of the famous beer. 

Standing on top of one is Carlos, donning a red suit and holding on to a football engraved with the Budweiser logo. 

He simply nods at the viewers and begins performing football tricks on the crate mid-air. 

Operation Bring Home The Bud is back for the FIFA Club World Cup™.

Use #BringHomeTheBud to tell us where we should deliver these epic containers.@Oficial_RC3#FIFAClubWorldCup™ pic.twitter.com/L9a6tsm9fG

— Budweiser (@Budweiser) June 19, 2025

"Get ready for Budweiser's biggest delivery yet," the screen writes, as the spot ends. 

Beyond the partnership, Budweiser has already activated physical touchpoints in key markets.

Large red Budweiser-branded shipping containers have been placed in major cities across Brazil, the U.K., and China.

They serve as symbolic placeholders for the beer deliveries promised to fans of the winning club.

In the U.K., former England and Chelsea defender Gary Cahill joined the campaign by launching a "Bring Home The Bud" crate event that made stops in Manchester and London.

These cities represent the home of the British clubs competing for this year’s title.

Overall, these live activations aim to build anticipation and give fans a tangible connection to the campaign before the tournament kicks off.

Budweiser has also hinted at more announcements and activities to come throughout the tournament, as it continues to build momentum and keep the campaign fresh with new surprises.

Our Take: Can Celebrity Marketing Fuel Brand Identity?

What I find particularly effective here is how Budweiser ties Roberto Carlos’ legendary reputation directly into the campaign’s central idea.

Everyone knows he delivers the goals, and so the brand harped on that aspect and turned its campaign into a celebration of both the star and the sport.

Through this delivery metaphor, the brand uses celebrity marketing in a way that feels natural to its audience.

It’s no longer just about star power, but a way for Budweiser’s brand identity to shine as the beer that brings it home. 

Meanwhile, Adidas recently partnered with Lionel Messi and Patrick Mahomes for a campaign highlighting friendly competition. 

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