Budweiser brings World Cup spirit to HK with Avenue of Stars pop-up

Budweiser is tapping into the global football fever with an immersive eight-day celebration carnival at the Avenue of Stars in Tsim Sha Tsui. Running from June 9 to 16 at the Central Lawn of Salisbury Garden, the harborfront initiative features giant photo installations, an outdoor bar, weekend live DJ sets, and interactive fan challenges with exclusive merchandise prizes.

The harbourfront initiative is part of the brand's latest global campaign, "Let it pour!", which marks Budweiser's 40th anniversary as the official beer of the FIFA World Cup—a legacy of uniting fans worldwide that dates back to 1986. The campaign is done in collaboration with event and production agency JacobAmanda Hong Kong, as well as PR and communications agency Sinclair.

Jordan Chan, marketing and trade marketing manager, Hong Kong and Macau, Budweiser, told MARKETING-INTERACTIVE that the global platform "Let it pour!" is designed to capture and channel the shared energy of football, from chants and rituals to the sense of community, while promoting responsible enjoyment.

"As the world's largest sporting event unites billions of viewers, our ambition is to bring that stadium atmosphere into everyday settings. Through watch parties, localised activations, and social experiences across markets, we extend the World Cup beyond the pitch, creating a globally shared celebration."

To deliver this at scale across diverse markets, including Hong Kong, mainland Chinese visitors, and Southeast Asia, the brand has applied an adaptive framework built on a strong global foundation and local relevance, Chan added.

"At its core are our campaign platform, brand assets, and global ambassadors, including Argentinian football legend Lionel Messi and Norwegian superstar Erling Haaland. We complement this with localised execution, tailoring language, creators, music, and experiences to reflect how audiences engage with football within their cultural contexts."

In Hong Kong, this strategy translates into a dual-focus approach: broadening accessibility for new or casual fans while simultaneously deepening engagement with core football enthusiasts. The carnival at Salisbury Garden brings this to life through highly visual and interactive touchpoints.

The fan zone features a gigantic, gold trophy-themed Budweiser "King can" installation, a massive replica of the tournament's official match ball, and dedicated displays showcasing Messi and Haaland. Additionally, visitors who purchase draft beer at the harborfront bar receive tokens for a capsule machine featuring guaranteed wins, including limited-edition track jackets, supporters' jerseys, and exclusive apparel collaborations with adidas.

For core sports enthusiasts, Budweiser has set up a dedicated competition stage featuring free-to-play physical trials. These include the "Speed challenge," a rapid-stepping stamina test on a custom sensor board where leaderboard-topping times are rewarded with classic nations aluminum cup blind boxes. Alongside it, the "Precision shot challenge" tests fans' shooting accuracy on a point-based goal board, offering official tournament scarves to those who hit the target scores.

The harbourfront activation at the Avenue of Stars exemplifies this localised strategy, combining interactive gaming and curated entertainment to create an inclusive environment where fans can connect and celebrate, said Chan.

Importantly, all activations are underpinned by our commitment to responsible consumption. Supported by a balanced product portfolio, we enable fans to enjoy the occasion together, wherever and whenever they choose to watch.

By balancing global consistency with local relevance, Budweiser positions itself as both an iconic global brand and a meaningful participant in local football culture, transforming World Cup moments into shared, memorable experiences that resonate authentically across markets.

The initiative highlights Budweiser's recognition of football as a powerful medium for building emotional connections that transcend borders. Over its 40-year history with the World Cup, the brand has focused on transforming bars and restaurants into "community living rooms" where fans naturally unite to support their teams.

By maintaining global consistency while adapting to local nuances, Budweiser aims to position itself as a meaningful participant in regional football culture, turning tournament highlights into authentic, shared memories across international markets.

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