Budweiser World Cup


As the official beer sponsor of the 2018 FIFA World Cup, Budweiser wanted to give fans who couldn’t make it to Russia the ultimate viewing experience in the UK. We were tasked to work with AB InBev’s sales teams to identify hero On Trade accounts across the UK that would enable us to achieve Budweiser’s brand plan to “Light Up The FIFA World Cup”.


Working with fifteen Hero accounts across England and Scotland, we identified four main challenges that accounts face during major sporting events: Driving Footfall, Increasing Dwell Time, Driving Rate of Sale and Creating A Legacy as a great place to watch sport. We leveraged Budweiser’s partnership with MatchPint as a digital footfall driver to our Hero accounts, used Brand Ambassadors to distribute branded giveaways and promote Budweiser deals in-bar and provided bespoke lighting and sound setups – complete with DJ – to create a party atmosphere before and after the games.


Our 18 viewing parties were attended by 8,386 people in total. Over 85,000 pints of Budweiser were purchased during the tournament at our Hero accounts, an uplift in rate of sale of over 5000%. MatchPint drove 1031 consumers into our Hero accounts and surprised and delighted 142 lucky consumers with free pints of Budweiser. We lost count of the number of times we heard “It’s Coming Home” and how many pints were thrown into the air in celebration, but we do know that it was a tournament that none of us are soon to forget.

Event Production / On-Trade Activation