Budweiser is celebrating the 2018 FIFA World Cup by launching King of Pubs – a nationwide campaign to help drive footfall, increase sales and dwell time around the football tournament.
The campaign was launched at the National Pub & Bar Awards 2018, with ex-England footballer Martin Keown (pictured).
King of Pubs also includes a competition to find the nation’s most ‘euphoric’ pub for watching football, as well as a partnership with MatchPint.
Ten pubs and their customers will go head-to-head during the FIFA World Cup to win the ‘King of Pubs’ title, as well as Budweiser’s £10,000 Pub Futures grant, which is an investment by the UK’s fastest growing beer brand to secure the future of the winning local for its passionate, football-loving community.
Pubs will use its Budweiser Accumulator decibel scale to measure fan cheers during the action, with results displayed on a live leader board.
The pub that accumulates the most decibels across the month will be crowned the King of Pubs.
Each of the ten venues will be calling upon their local community and football fans to come down and show their support at upcoming games.
Pubs and fans can check in on their efforts and see how their local is doing in the King of Pubs competition throughout the FIFA World Cup.
The winning venue will be awarded with the £10,000 grant, which will be invested directly into an aspect of the pub that will improve its offering to its punters, such as its entertainment offering, food and drink service or extended seating.
“Football, and the 2018 FIFA World Cup in particular, is one of those special occasions that brings everyone together to celebrate the beautiful game,” says Sascha Cordes, senior brand manager at Budweiser UK.
“Pubs and bars are at the heart of communities across Britain and we wanted to recognise the amazing energy they create through our King of Pubs competition.
“Budweiser is working with over 10,000 venues across the UK to harness and celebrate the powerful energy of fans via unique and exciting activations, to deliver increased footfall, dwell time and rate of sale.
“And – encourage fans to return to the venues again and again, for the FIFA World Cup and beyond.”