Budweiser 0.0 marks 40 years with FIFA through fan experiences across India

MUMBAI: Forty years, countless goals and millions of fans later, Budweiser 0.0 is celebrating its long-standing association with FIFA by bringing the spirit of the FIFA World Cup 2026 closer to football fans across India.

The brand, an official sponsor of the FIFA World Cup, is marking four decades of partnership with FIFA through a series of immersive fan experiences under its global platform, Let It Pour. The initiative aims to capture the passion, anticipation and shared excitement that define the world’s biggest football tournament.

The celebrations began on 11 June, the opening day of the FIFA World Cup, with the unveiling of an interactive Lionel Messi mural in Mumbai. Designed to turn fan enthusiasm into a live spectacle, the installation responded to cheers and crowd participation, allowing supporters to bring the artwork to life through their collective energy.

The launch event drew football enthusiasts and celebrities alike, with Indian football icon Bhaichung Bhutia joining Bollywood actors Ahan Shetty and Ibrahim Ali Khan to mark the start of the tournament. Fans were also treated to a specially curated FIFA x Budweiser 0.0 showcase featuring memorabilia, storytelling installations and highlights from the brand’s 40-year journey alongside world football’s governing body.

Commenting on the milestone, AB InBev India vice president – marketing Vineet Sharma said, “For us, the FIFA World Cup is far more than a marketing moment. It is where our identity as a brand rooted in celebrations truly comes to life. As we mark 40 years of partnership with FIFA, we are building on a legacy that has shaped some of the most iconic moments in football and global fan culture.”

He added that football fandom in India is becoming increasingly expressive and culturally connected, making fan-focused experiences a natural extension of the brand’s engagement strategy.

“Through experiences like our interactive Messi mural, we are 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,” Sharma said.

Building on the momentum, Budweiser 0.0 is also rolling out match screening events across key cities, creating communal viewing spaces where football fans can experience the highs and lows of the tournament together.

The initiative reflects a broader trend among brands seeking to tap into football’s growing popularity in India through immersive experiences, cultural collaborations and community-driven engagement.

As the FIFA World Cup unfolds, Budweiser 0.0 is betting that football’s biggest moments are best enjoyed together, turning fan passion into shared celebrations that extend far beyond the pitch.