Budweiser Kicks Off Global FIFA World Cup 26™ Campaign With ‘Let It Pour’

In partnership with the brilliant global marketing team at Budweiser, Grey launched Budweiser’s new global platform for the 2026 FIFA World Cup™: “Let It Pour.”

72% of fans say football is the one thing that lets them express their emotions out loud. At the FIFA World Cup™, nothing stays bottled up.

For 39 Days, the whole world shares the visceral outpouring that is the FIFA World Cup™. Emotions, voices, even gravity will overflow. In honor of this once every 4 years-event, Budweiser (Official beer of the FIFA World Cup™ for the last 40 years) cranked up the intensity of this epic celebration, tapping into feelings too strong to stay bottled up with their new global campaign, “Let It Pour”.

“Let It Pour” invites fans to let their memories, emotions, and beer pour. Inspired by the energy of football fandom shared across the globe, the campaign captures how that passion spills beyond the pitch – turning bars, homes, and cities into a shared celebration. It shows how the world comes together, and strangers become teammates as they cheer on their team with a Budweiser or Budweiser 0.0% in hand.

The creative exalts the intensity only the FIFA World Cup™ can bring. Football, cultural, and other-worldly icons unite to join the celebrations. Set to the iconic track “Feelin’ Alright” by Joe Cocker, the platform is supported by a full suite of film, out-of-home, and special activations across 40+ markets around the world (excluding US).