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Key Takeaways:
- Budweiser revives “Bring Home The Bud,” giving free beer to fans of the winning club and building pre-tournament excitement in global cities.
- The new “ThunderBud” film, soundtracked by AC/DC’s “Thunderstruck,” captures the stadium buzz and emotional highs of fan-powered football moments.
- Budweiser and FIFA will share daily matchday highlights online, featuring fan-voted celebrations and unforgettable plays that define each game.
Budweiser is bringing the noise and the beer to this year’s FIFA Club World Cup.
As the tournament’s official global beer sponsor, Budweiser has launched “Celebration in the Making.”
It's a campaign designed to rally football fans worldwide around one shared mission: to turn every match into a full-on celebration.
At the center of it is the return of “Bring Home The Bud,” the fan-favorite campaign that rewards the winning club’s supporters with free beer.
It has been a recurring campaign over the years, known for its popularity among football and beer heads.
This time around, the brand’s global president Richard Oppy says the idea is to match the “energy, scale, and excitement” of the game itself.
“Whether it’s being in a local pub at match kickoff or being in a packed stadium cheering the return of a champion club, Budweiser will be there to ensure every moment of this FIFA Club World Cup feels like an epic celebration in the making,” he said.
Fans can also expect a heavy presence across social media, as Budweiser partners with FIFA to amplify their “Celebration of the Match” content.
This includes highlight reels from each game showcasing dramatic goals, unforgettable saves, and, of course, top-tier celebrations.
These moments, voted on by fans, tie into the campaign’s central message: that the fans’ passion fuels the game.
Bottles, Beats, and Bragging Rights
The campaign kicks off with a high-voltage new film titled “ThunderBud,” set to AC/DC’s “Thunderstruck.”
The spot captures the roar of a stadium crowd, with surging energy that mirrors what it feels like to be part of football’s biggest moments.
It’s a loud, proud tribute to the thrill of the game and to the fans who live for it.
Meanwhile, the red Budweiser crates from “Bring Home The Bud” are already popping up in major football cities, including London, Manchester, São Paulo, and Beijing.
These activations tease what’s in store if local clubs go all the way.
It includes limited-edition giveaways, football challenges, and beer crate bars at fan zones like Flat Iron Square in London.
New day, new Cup. Tell us which club has the best shot at Bringing Home The Buds. It’s cool if it’s not your team - we’re not judging 👀 https://t.co/r8L9oRiWMxpic.twitter.com/5HM3JbDDZC
— Budweiser (@Budweiser) June 6, 2025
Budweiser is also marking the tournament with new limited-edition packaging featuring bespoke gold details and a refreshed crest.
They're available in select markets for a short time only.
As the tournament unfolds, the brand plans to reveal more surprises tied to the winning club.
But the message is already loud and clear: win the cup, and the party’s on.
Our Take: What Makes a Celebration Stick?
Campaigns like this work not just because they show fans having fun, but because they invite fans to be part of the fun.
The “Bring Home The Bud” crates and fan-voted matchday celebrations aren’t just clever marketing.
They’re shared rituals that build anticipation and reward emotional investment.
Emotional engagement isn’t just a buzzword here.
As a football fan myself, I know that when a brand helps amplify the highs of the game, that becomes a memory that sticks far beyond the final whistle.
For brands, the real takeaway is to design experiences that fans feel ownership of because lasting loyalty comes from moments they can celebrate as their own.
Meanwhile, PUMA recently kicked off the Premier League season with its own fresh campaign.
From positioning to brand voice, clarity starts with the right strategy. Discover expert branding partners here:
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