Budweiser World Cup: Fuelling Optimism

Client: ABINbev & LADBible

Budweiser faced several challenges heading into the 2022 FIFA World Cup, including low awareness of their sponsorship, controversy surrounding the tournament, and the perception that sports sponsorship ads are inauthentic.

To address these challenges, Budweiser partnered with LADbible Group, creating an Optimism Tracker. Budweiser tracked how the nation was feeling about England's chances of winning the World Cup and converted it into optimism fuel to bring fans closer together. Budweiser became the most talked about brand in England during the World Cup.