Budweiser Launches Global "Let It Pour" Campaign Featuring Haaland and Jürgen Klopp
Budweiser, the official beer sponsor of the FIFA World Cup 2026™, has announced its new global movie "Let It Pour" for the 2026 tournament, featuring football stars Erling Haaland and Jürgen Klopp. This campaign aims to unleash four years of passion for the biggest stage in football, creating an unprecedented sense of celebration across over 40 countries and regions.
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- 📰 Published: April 30, 2026 at 21:00
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Anheuser-Busch InBev Japan (headquartered in Shibuya, Tokyo), which operates "Budweiser" as the official beer sponsor of the FIFA World Cup 2026™, has announced a new global movie "Let It Pour" for the 2026 tournament, unleashing four years of passion for the biggest stage in football. This campaign, launched in over 40 countries and regions, aims to create an unprecedented sense of celebration through the new global movie.
"For over 40 years, Budweiser has been alongside countless celebratory moments that symbolize the FIFA World Cup™. The exhilaration born on the pitch, in bars, at home, and wherever fans gather, is the origin of Budweiser. 'Let It Pour' is an invitation from Budweiser to fans worldwide to unleash those emotions as they are, to let joy, excitement, and passion pour out without restraint," says Richard Oppy, Global Premium Brands President at AB InBev.
To kick off the "Let It Pour" campaign, Budweiser features two of the world's leading football figures: Erling Haaland and Jürgen Klopp. Haaland, making his first FIFA World Cup™ appearance in 2026, and Klopp, who has thrilled supporters worldwide, will powerfully convey the intensity of the tournament and the unity of fans from their respective perspectives.
- Erling Haaland and Jürgen Klopp launch "Let It Pour"
Erling Haaland, who boasts global popularity with his overwhelming scoring ability and presence, appears as a symbolic figure for "Let It Pour" as a Budweiser Global Ambassador. Ahead of his first FIFA World Cup™, he embodies the determination to pour everything onto the pitch and the joy of sharing that moment with fans worldwide.
"I'm going to give my all on the pitch in my first World Cup. That's why Budweiser's 'Let It Pour' campaign truly reflects how I feel right now, heading into the tournament, and it deeply resonates with me. I've always dreamed of representing my country on this stage, and now that dream is a reality, which is an immense honor. What makes it even more special is knowing that fans worldwide will share this moment with us, sharing their energy and emotions, and unleashing everything to make this World Cup unforgettable," says Erling Haaland.
Budweiser has also partnered with Jürgen Klopp, one of the most passionate and charismatic figures in football. He will globally advocate for the intense exhilaration unique to the tournament and the value of fans connecting and sharing the same moments.
"The World Cup brings hope and unparalleled passion to everyone who watches it. It's truly wonderful to share that emotion with fans around the world," said Jürgen Klopp, Budweiser's Global Ambassador. "I've experienced it myself. That's why partnering with Budweiser and participating in the 'Let It Pour' campaign is about capturing that feeling of fans coming together, sharing the moment, and celebrating the special appeal of football together."
The global film "Let It Pour" depicts moments where fans' memories, emotions, and beer all "pour out" without restraint. Inspired by the passion shared by football fans worldwide, it expresses the overflowing passion that extends beyond the pitch during the 39-day tournament. Bars, homes, and even city streets become stages for celebration, reflecting the unique sense of unity in football where strangers become companions.
In addition to Erling Haaland and Jürgen Klopp, the film features football legend and Erling's father, Alfie Haaland. Set to Joe Cocker's classic song "Feelin' Alright," it portrays the exhilaration of fans worldwide cheering on their teams with Budweiser or Budweiser Zero in hand. This campaign is planned to be an integrated communication effort, including TV, social media, and outdoor advertising.
■ FIFA World Cup 2026™ Limited Edition Packaging to be Released
Budweiser will announce special collaboration packaging to commemorate the milestone of its 10-tournament partnership with the FIFA World Cup 2026™.
"For over 40 years, Budweiser has been alongside countless celebratory moments that symbolize the FIFA World Cup™. The exhilaration born on the pitch, in bars, at home, and wherever fans gather, is the origin of Budweiser. 'Let It Pour' is an invitation from Budweiser to fans worldwide to unleash those emotions as they are, to let joy, excitement, and passion pour out without restraint," says Richard Oppy, Global Premium Brands President at AB InBev.
To kick off the "Let It Pour" campaign, Budweiser features two of the world's leading football figures: Erling Haaland and Jürgen Klopp. Haaland, making his first FIFA World Cup™ appearance in 2026, and Klopp, who has thrilled supporters worldwide, will powerfully convey the intensity of the tournament and the unity of fans from their respective perspectives.
- Erling Haaland and Jürgen Klopp launch "Let It Pour"
Erling Haaland, who boasts global popularity with his overwhelming scoring ability and presence, appears as a symbolic figure for "Let It Pour" as a Budweiser Global Ambassador. Ahead of his first FIFA World Cup™, he embodies the determination to pour everything onto the pitch and the joy of sharing that moment with fans worldwide.
"I'm going to give my all on the pitch in my first World Cup. That's why Budweiser's 'Let It Pour' campaign truly reflects how I feel right now, heading into the tournament, and it deeply resonates with me. I've always dreamed of representing my country on this stage, and now that dream is a reality, which is an immense honor. What makes it even more special is knowing that fans worldwide will share this moment with us, sharing their energy and emotions, and unleashing everything to make this World Cup unforgettable," says Erling Haaland.
Budweiser has also partnered with Jürgen Klopp, one of the most passionate and charismatic figures in football. He will globally advocate for the intense exhilaration unique to the tournament and the value of fans connecting and sharing the same moments.
"The World Cup brings hope and unparalleled passion to everyone who watches it. It's truly wonderful to share that emotion with fans around the world," said Jürgen Klopp, Budweiser's Global Ambassador. "I've experienced it myself. That's why partnering with Budweiser and participating in the 'Let It Pour' campaign is about capturing that feeling of fans coming together, sharing the moment, and celebrating the special appeal of football together."
The global film "Let It Pour" depicts moments where fans' memories, emotions, and beer all "pour out" without restraint. Inspired by the passion shared by football fans worldwide, it expresses the overflowing passion that extends beyond the pitch during the 39-day tournament. Bars, homes, and even city streets become stages for celebration, reflecting the unique sense of unity in football where strangers become companions.
In addition to Erling Haaland and Jürgen Klopp, the film features football legend and Erling's father, Alfie Haaland. Set to Joe Cocker's classic song "Feelin' Alright," it portrays the exhilaration of fans worldwide cheering on their teams with Budweiser or Budweiser Zero in hand. This campaign is planned to be an integrated communication effort, including TV, social media, and outdoor advertising.
■ FIFA World Cup 2026™ Limited Edition Packaging to be Released
Budweiser will announce special collaboration packaging to commemorate the milestone of its 10-tournament partnership with the FIFA World Cup 2026™.