- Anheuser-Busch InBev’s Budweiser announced it should extend its popular #BringHomeTheBud campaign for the upcoming 2023 FIFA Women’s World Cup tournament, in accordance with a press release. Budweiser is the official beer of the FIFA World Cup.
- The latest iteration of the campaign, which debuted for the lads’s World Cup in 2022, features a film, “The World Is Yours to Take,” featuring athlete Lionel Messi hyping up players and fans. The brand will even bring back its Bring Home the Bud crates of beer to assist victorious teams have fun.
- At the tournament’s conclusion, Budweiser will have fun the winning nation by releasing a final version of its film that unveils the winning team. The effort arrives as brewers increasingly leverage promoting muscle to support women’s sports.
Budweiser’s latest effort falls consistent with other recent efforts by parent AB InBev to support women’s sports, a move likely designed to welcome a consumer base once shunned by many brewers. Last 12 months, the corporate’s Busch Light brand sponsored every female NASCAR driver aged 21 and older. In March, Michelob Ultra signed on as the primary major sponsor of Women’s Sports Network, an ad-supported streaming service dedicated to women’s sports.
Doubling down on its commitment, AB InBev and Budweiser have also sponsored individual women’s National soccer teams, including those within the United States, Colombia and the U.K. Created by agency Wieden+Kennedy in collaboration with FIFA, “The World is Yours to Take” film will debut on Budweiser’s YouTube channel on July 10, shortly before the tournament kicks off on July 20.
“This summer, we’re proud to support the ladies playing on the pitch as they offer fans epic moments to have fun and ultimately Bring Home the Bud,” said Richard Oppy, global vice chairman of Premium Brands, AB InBev, in release details.
The brand’s original #BringHomeTheBud campaign debuted last 12 months for the 2022 FIFA World Cup tournament in Qatar, with AB InBev as a serious sponsor. However, the partnership proved a bit tumultuous, particularly for Budweiser, when Qatar banned beer sales at World Cup stadiums just days before kick-off. Still, the campaign drove unprecedented success for the brand, including doubled product sales globally in the course of the tournament period and increased brand awareness, per the corporate.
The brand is little doubt hoping for similar success this 12 months, because the Women’s World Cup will likely be a serious global event. More than 1.1 billion people watched the Women’s World Cup in 2019 and the game’s popularity has only grown as participation at every level continues to extend.
Other major brands are also signing on as sponsors of the 2023 Women’s World Cup tournament. In May, Frito-Lay North America became the Official USA Snack of the tournament, marking the corporate’s largest-ever investment in women’s sports. Hyundai and Kia have also signed on as Official Mobility Sponsors of the tournament. The brands have sponsored the ladies’s tournament since 1999 and 2007, respectively.
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