Budweiser kicks off FIFA World Cup campaign
Budweiser has launched its biggest ever on-trade football campaign in the UK.
As official sponsors of the FIFA World Cup 2022 and the England Men’s Football team, Budweiser has launched its biggest ever on-trade football campaign in the UK.
With a whole host of point-of-sale marketing materials available to help operators drive footfall throughout the tournament, the Budweiser Brewing Group-owned brand will be offering customers limited edition coasters, lanyards and pint carriers.
There will also be external banners and bunting depicting all the nations taking part in the tournament. In preparation for the event, 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. Dhunna 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.
Utilising sport
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. 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. As a result, the premium and world lager categories were the biggest winners during the Euro 2020 tournament.
“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," says Jean-David Thumelaire, on-trade director at Budweiser Brewing Group. "The tournament presents a huge opportunity for pubs and bars to increase footfall and drive dwell time in turn boosting sales.”
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