Stella Artois, in collaboration with David Beckham, announced a campaign focused on transforming bars in Estados Unidos into the main stages for the Copa Mundo FIFA 2026™ experience. The initiative, which positions the bar as the “true home” for tournament celebrations, seeks to capitalize on fans’ shared passion. The movement is part of the brand’s official sponsorship of the event, highlighting the value of human connection during the games.
The brewery, recognized as the third best-selling premium draft beer in the USA, launches the “Taste Worth More” platform to elevate the ritual of watching matches. Serão offering exclusive experiences, licensed products and limited edition packaging, starting on April 15, 2026. The action aims to ensure that the emotion of football is experienced in an intense and memorable way in collective environments, reinforcing the culture of celebration among friends.
Celebrating the shared passion of fans
The essence of the Stella Artois campaign lies in the conviction that the true emotion of football manifests itself in the vibrant, shared energy of fans. Chris Jones, vice president of premium brands marketing at Anheuser-Busch, emphasized the simplicity of Stella Artois’s message: Moments of great passion deserve to be fully appreciated. Ele underlined the idea that the ritual of watching games with friends is an established tradition, and that this initiative is an open invitation for fans around the world to elevate this celebration. The objective is to honor these moments with a flavor experience that is “worth more”, transforming each match into a special occasion. The brand seeks to organically integrate itself into football culture, not only as a sponsor, but as a facilitator of meetings and celebrations.
Anheuser-Busch, owner of Stella Artois, sees football as a global strategic platform for its brands. The investment in Copa’s sponsorship of Mundo 2026 is a reflection of this long-term commitment. The vision is that the passion for sport transcends borders and languages, creating a unique opportunity to connect the brand with millions of consumers. By focusing on bars as alternative “stadiums”, Stella Artois seeks to solidify its presence in key social moments. The campaign also explores the nostalgia and sense of community that bars provide, creating a welcoming and festive environment for fans, regardless of whether they are in large arenas or their favorite establishments.
David Beckham as global campaign ambassador
Stella Artois’s “Celebration” campaign is led by the brand’s global ambassador, David Beckham, whose image and influence are crucial to the initiative. Beckham stars in the new TV commercial, released on April 15, which establishes a poetic parallel between the act of lifting a glass of Stella Artois and the euphoria of celebrating a goal. The video is not limited to showing the football field, but celebrates the countless moments of glory that unfold in bars and homes, across the country and around the world. The choice of Beckham is not random; it represents the passion for football and celebration, values that Stella Artois wishes to associate with its brand during the tournament.
David Beckham expressed that the energy shared among millions of fans is what makes Copa unforgettable. Para Every goal scored on the field, millions of people celebrate simultaneously, and these collective celebrations are, for him, the most significant. The presence of Beckham lends authenticity and global appeal to the campaign, connecting the brand directly with football culture. Sua ability to evoke both sporting excellence and social celebration is a valuable asset to Stella Artois’s marketing strategy, amplifying the message that the important moments of the tournament should be experienced in company and with a quality beer.
Exclusive experiences and promotions for fans
During FIFA 2026™ Copa, Stella Artois has planned a series of experiences and promotions that aim to engage fans and intensify the celebration. Essas initiatives have been carefully designed to transform the act of watching a game into something more than a simple broadcast, elevating it into a memorable social event. The brand is committed to providing fans with complete immersion in the tournament atmosphere, even outside the stadiums. The focus is on creating environments that replicate the emotion and energy of a live game, encouraging collective participation and the construction of lasting memories.
Fans will have access to several promotional activities:
- Special viewing experiences, which will convert bars into authentic cheering arenas.
- Official FIFA 2026™ Stella Artois and Copa Mundo products available at selected points of sale.
- Limited edition packaging designed for collectors and football enthusiasts.
- Opportunity to win credits to purchase products Stella, through the #AllRoundsOnBeckham draw.
To enter the #AllRoundsOnBeckham giveaway, fans over the age of 21 must follow @StellaArtoisUSA on social media and follow details of each round of the tournament. Essa Interactive approach seeks not only to promote the brand, but also to reward consumer loyalty. Stella Artois is investing in creating a complete experience, from the look of the bars to direct-to-consumer promotions, ensuring that every goal, save and celebration is accompanied by a Stella Artois. The campaign aims to integrate the brand into the very fabric of the football celebration, making it synonymous with moments of shared glory.
Anheuser-Busch’s legacy of investment in football
Stella Artois’s sponsorship of Copa FIFA 2026™ is not a one-off event, but rather part of Anheuser-Busch’s long-term investment strategy in the world of football, both domestically and globally. The brewing giant has a history of supporting sport and its fans, which is manifested through a diverse portfolio of brands. Essa dedication reinforces the company’s belief in the unifying power and global popularity of football, using it as a robust platform to reach and engage a wide audience. The company understands that sport offers an ideal context for the brand’s interaction with consumers, in moments of leisure and passion.
Through its brands, Anheuser-Busch actively supports the Estados Unidos men’s and women’s national teams, as well as the México men’s and women’s national teams. Esse support extends to numerous leagues and tournaments, solidifying its legacy of partnership with the sport. The commitment goes beyond simple sponsorship; it aims to strengthen football’s infrastructure and celebrate the athletes and fans who bring each match to life. Essa integrated strategy demonstrates how the company uses sport to build meaningful connections with communities and to promote its brands in a consistent and impactful way, elevating the fan experience at every moment.
Profile of Stella Artois and Anheuser-Busch on the market
Stella Artois® is a Belgian-style lager with a rich brewing tradition that dates back to 1366. Reconhecida internationally recognized for its excellence and flavor, the beer is characterized by a malty body and a refreshing finish, offering a full-bodied flavor with a touch of bitterness. The tasting experience is enhanced when served in the brand’s iconic Cálice, following Servir in 3 Etapas, ensuring a perfect experience of this reference lager. Além of the classic version, Stella Artois also offers Stella Artois 0.0, an alcohol-free option that maintains the same refreshing flavor. The brand positions itself as synonymous with quality and celebration.
Anheuser-Busch, in turn, operates with the purpose of creating a happier future. With more than 165 years of history, the company has built a legacy of producing tasty, high-quality beers. Como One of America’s leading manufacturers and the nation’s largest brewer, it drives economic prosperity through continued investment in its employees, facilities and the communities in which it operates. The company is home to iconic brands such as Michelob ULTRA, Busch Light, Budweiser, Bud Light, Stella Artois and Cutwater, as well as regional artisan brands. Seu commitment ranges from support for farmers, military personnel and first responders, to donations of drinking water in emergencies and responsible consumption programs.
