What if the best seat at the World Cup isn't in the stadium?

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AB InBev is turning bars into football viewing hubs around the world as it launches a new global platform ahead of the FIFA World Cup 2026.

Titled "Cheers to bars", the initiative celebrates the role bars play as community gathering spaces while supporting bar owners through a series of trade programmes and activations tied to the tournament.

The move comes as the FIFA World Cup 2026 prepares to become the largest edition of the tournament to date. AB InBev's global beer brands, Budweiser and Michelob ULTRA, are serving as official beer sponsors of the competition.

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As part of the campaign, AB InBev has partnered with creative agency GUT to launch a global anthem film that pays tribute to the atmosphere, passion and social connections created in bars.

The nearly two-minute film opens with nostalgic scenes of football fans gathered in bars, setting the stage for a tribute to the emotions that come with the game. Through a series of voiceovers, viewers are taken through moments of love, passion, heartbreak and triumph that unfold both on and off the pitch.

The film then cuts between scenes of fans celebrating victories and mourning defeats in bars around the world, highlighting the role these venues play in bringing communities together. It closes with the message: "Bars are where the world comes together."

The brewer is also rolling out a series of market-specific initiatives designed to drive footfall and support local businesses during the tournament. Among them are plans to host 200,000 watch parties across more than 40 countries, transforming bars into match-day destinations for football fans.

In the US, Stella Artois is introducing a "Work From bar" initiative, which will reimburse up to US$100,000 for consumers aged 21 and above who enjoy a Stella Artois or Stella Artois 0.0 while watching weekday FIFA World Cup matches from their local bar.

Meanwhile in Brazil, AB InBev's subsidiary Ambev will invest more than R$100 million in 2026 to provide mentoring and financial support for entrepreneurs operating up to 250,000 points of sale across the country.

The company said the platform aims to recognise both the social and economic contributions of bars, which have long served as venues for celebrations, friendships and shared experiences.

In line with its responsible drinking commitments, AB InBev said events under the platform will feature no- and low-alcohol options alongside responsible beverage service training for participating venues.

The campaign forms part of the brewer's broader FIFA World Cup strategy, positioning bars as key gathering points for fans as billions of viewers tune in to the tournament next year.

“During the FIFA World Cup 2026, bars will become the beating heart of every neighborhood – places where strangers become friends, every goal is celebrated as one, and collective memories are created with every raised glass,” said Michel Doukeris, CEO, AB InBev.

He added, “Beer and football have long been catalysts for bringing people together to create moments of joy and belonging. Nowhere is this spirit of beer and football more alive than in bars, where they share a special place in culture.”

As brands ramp up their FIFA World Cup 2026 marketing efforts, many are leaning into the emotional side of fandom. Last week, Coca-Cola unveiled "No better feeling", the final instalment of its three-part global "Feel it all" platform ahead of the tournament.

Positioned as a cinematic tribute to football supporters, the film focuses on the emotional highs and lows of matchday rather than the action on the pitch. Using VAR decisions as a storytelling device, it follows fans through moments of anticipation, anxiety, triumph and disappointment, capturing how quickly emotions can shift during a game.

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