Anheuser-Busch Is Reportedly Spending Over $110 Million on the FIFA World Cup — But Will the Gamble Pay Off?

(Photo: Anheuser-Busch)

It would be a stretch to call the upcoming World Cup a once-in-a-lifetime advertising opportunity — after all, FIFA resurfaces once every four years. It’s safe to say, however, that the stakes are higher than ever for alcohol brands with skin in the game.

Liquor and beer sales have been on a slow decline since peaking in 2021, falling victim to declining consumption, tariffs, inflation and a bevy of other headwinds that have left insiders scratching their heads. This year’s World Cup is already being pitched as a potential turning point. It will be the first truly international, truly blockbuster sporting event since things went sour for the alcohol industry; a blink-or-you’ll-miss-it chance to rekindle interest among billions of consumers in a single swipe. All eyes will be on the field. And on the field, there shall be booze commercials.

One of the biggest spenders will be brewing giant Anheuser-Busch, which is reportedly shelling out over $110 million to make Michelob Ultra and other brands the official beverages of the tournament. The centerpiece of their campaign is a splashy advert stuffed to the brim with soccer pros. Lionel Messi, Christian Pulisic, Nico Paz, Ronaldo and more face off in a hotel lobby while Michelob-loving fans cheer on from the sidelines. “Landman” star Billy Bob Thornton cameos in a bathrobe.

Anheuser-Busch plans to target American consumers with Michelob Ultra and Budweiser, while Mexican consumers will be served with a similar push from Corona and Modelo. Elsewhere in its strategy, the company has recruited the likes of David Beckham and Kevin Hart for synergistic marketing campaigns, and is actively promoting Nütrl as the Official Hard Seltzer of the festivities.

The company’s aggressive push is partly a response to the trends, and partly a response to the context. Qatar and FIFA famously implemented a ban on all alcoholic beer sales just two days before the 2022 tournament began. As a result, FIFA 2026 will be the first in eight years where alcohol can take center stage. Advertising software firm Mediaocean says the beer category is gearing up to spend over 20 times more than on the previous tourney.

Early indicators suggest that Anheuser-Busch has already made it over the finish line. Analysts at Jeffries predict that the tournament could generate an 0.3% increase in annual global beer sales, while Anheuser-Busch is predicted to witness a sizable 0.5% bump.

“It’s an important moment for the brands. And during the month that happens, depending on the country, you see very big uplifts,” Anheuser-Busch InBev CEO Michel Doukeris said in a recent appearance on Yahoo Finance’s Opening Bid Unfiltered podcast.