- Budweiser will launch its biggest ever campaign to celebrate being the official sponsor of the FIFA World Cup™
As official sponsors of the FIFA World Cup 2022™ and the England Men’s Football team, Budweiser – a proud part of Budweiser Brewing Group – is launching its biggest ever On-Trade football campaign in the UK, with a whole host of point-of-sale marketing materials to help customers drive footfall throughout the tournament.
Budweiser will be helping pubs and bars across the country to bring the excitement of the FIFA World Cup 2022™ to their customers with limited edition coasters, lanyards, and pint carriers. There will also be striking external banners, to greet customers, and eye-catching bunting depicting all the nations taking part in the tournament, available so that every venue can feel part of the FIFA World Cup 2022™ this November. In preparation for the tournament, selected venues will be transformed into official viewing parties to create the perfect destination to watch the action.
Alongside the POS, Budweiser has partnered with West London-based illustrator Raj Dhunna to create the official Budweiser polycarb cup for the tournament. Raj has a unique style and relationship with football having worked with numerous clubs, players and brands embedded in the sport. Budweiser ambassadors Raheem Sterling, Lionel Messi and Neymar all feature on the cup, truly bringing the official beer of the FIFA World Cup 2022™ to life in every consumer’s hand.
Sporting occasions present a huge opportunity for the On-Trade to drive footfall into venues. Beer continues to be the most popular drink during football tournaments with 41% of pub-goers choosing to buy beer when watching England matches.[1] Live sporting events also present a huge opportunity for venues to boost revenue with these consumers more willing to trade up their choices compared to the average consumer[2] as a result, the Premium and World Lager categories were the biggest winners during the Euro 2020 tournament.[3]
Sporting occasions also entice new customers into the beer category with these consumers opting for known brands over competitors.[4] As the official beer of the official FIFA World Cup 2022™, Budweiser offers the On-Trade a unique opportunity to drive footfall and sales by making their customers feel like part of the official World Cup team.
“After an amazing summer of football, there is a great sense of hope and excitement around this year’s World Cup and we’re predicting it’s going to be the biggest occasion of the year for the On-Trade. The tournament presents a huge opportunity for pubs and bars to increase footfall and drive dwell time in turn boosting sales,” says Jean-David Thumelaire, On-Trade Director at Budweiser Brewing Group. “We’re hugely excited to be the first-ever brand to be the official sponsor of both the FIFA World Cup 2022™ and the England Men’s Football team so we’ll be going big in the lead-up and throughout the tournament. This includes a range of activity help the On-Trade tap into the national sense of excitement and drive footfall. As anticipation builds over the coming months, Budweiser will be working closely with its customers to make sure that FIFA World Cup 2022™ is a success for pubs and their customers across the nation.”
[1]Census wide 24.06.21 – 29.06.21.
[2] CGA
[3] Oxford Partnership
[4] Kantar Worldpanel; 8 WE 15 July 2018