Budweiser 0.0, the FIFA World Cup‘s official sponsor, celebrates 40 years of collaboration with FIFA this year, leaving a history that has helped build some of football’s most memorable moments and worldwide fan culture.
Bringing this tradition to life in India, the brand is launching immersive, fan-first experiences through its global platform, ‘Let It Pour’, which celebrates the FIFA World Cup’s passion, anticipation, and collective spirit.
On June 11, the first day of the competition, Budweiser 0.0 presented a one-of-a-kind interactive Messi painting in Mumbai. Designed to translate fan energy into a living celebration, the painting allowed fans to cheer (literally!), bringing the mural to life with their voices and collective joy.
The inauguration ceremony established the tone for the competition, with football icon Bhaichung Bhutia and Bollywood stars Ahan Shetty and Ibrahim Ali Khan joining fans to celebrate the start. The event centred on a specifically crafted FIFA x Budweiser 0.0 experience, which highlighted the brand’s famous 40-year partnership with FIFA via memorabilia, narrative, and memorable moments that have defined football culture throughout the years.
Vineet Sharma, Vice President – Marketing, AB InBev India, said, “For us, the FIFA World Cup is far more than a marketing moment – it’s where our identity as a brand rooted in celebrations truly comes to life. As we mark 40 years of partnership with FIFA, we’re building on a legacy that has shaped some of the most iconic moments in football and global fan culture. In India, where football fandom is becoming more expressive and culturally connected, we’re excited to bring that energy to life through experiences like our interactive Messi mural – creating spaces where fans can come together and celebrate their passion for the game. Our focus is on showing up in ways that feel authentic, relevant, and true to the spirit of collective celebration that defines the FIFA World Cup.”
Building on this enthusiasm, Budweiser 0.0 is expanding the celebration countrywide with match screenings in major locations, providing bright venues where fans can gather to enjoy the spirit of the FIFA World Cup together.
Budweiser 0.0 continues to strengthen its position at the heart of football celebrations by combining immersive events, cultural connections, and fan-driven narrative.
