Official FIFA World Cup sponsor kicks off celebrations with an interactive Lionel Messi mural in Mumbai and nationwide fan engagement initiatives
Budweiser 0.0 has launched a series of fan-focused activations across India to celebrate 40 years of partnership with FIFA, marking a milestone in one of the longest-running sponsorships in global sport.
The brand, an official sponsor of the FIFA World Cup, is bringing its global ‘Let It Pour’ platform to India through immersive experiences designed to capture the passion and collective excitement surrounding the tournament.
The celebrations began on June 11, the opening day of the FIFA World Cup, with the unveiling of an interactive mural of Lionel Messi in Mumbai. The installation invited fans to cheer and interact with the artwork, which responded to crowd energy and transformed into a live celebration of football fandom.
The launch event was attended by Indian football icon Bhaichung Bhutia, alongside actors Ahan Shetty and Ibrahim Ali Khan, who joined supporters to mark the start of the tournament.
A dedicated FIFA x Budweiser 0.0 experience zone also showcased the brand’s four-decade association with FIFA through memorabilia, storytelling installations and highlights from some of football’s most memorable moments.
Building on Four Decades of Football Heritage
Commenting on the milestone, Vineet Sharma, Vice President – Marketing at AB InBev India, said the FIFA World Cup represented a key platform for the brand to connect with consumers through shared celebrations.
“For us, the FIFA World Cup is far more than a marketing moment; it is where our identity as a brand rooted in celebrations truly comes to life,” Sharma said.
“As we mark 40 years of partnership with FIFA, we are building on a legacy that has shaped some of the most iconic moments in football and global fan culture. In India, where football fandom is becoming increasingly expressive and culturally connected, we are excited to bring that energy to life through experiences that allow fans to come together and celebrate their passion for the game.”
Nationwide Screenings and Fan Engagement
Building on the Mumbai activation, Budweiser 0.0 said it will host match screenings across key Indian markets during the tournament, creating communal spaces for fans to watch and celebrate together.
The company said the campaign combines immersive experiences, cultural collaborations and fan-led storytelling to strengthen its association with football and reinforce its role in major sporting celebrations.
With football continuing to gain traction among younger audiences in India, the brand is positioning the campaign as a platform to deepen engagement with fans while celebrating a partnership that has spanned four decades of FIFA tournaments.
The initiative underscores the growing importance of experiential marketing in sports sponsorships, as brands increasingly seek to create memorable, interactive touchpoints that extend beyond traditional advertising and connect with consumers through shared passions and live experiences.
