Budweiser showcases Erling Haaland and Jürgen Klopp in World Cup campaign

Budweiser has marked four decades of association with the FIFA World Cup with the launch of its latest global campaign, fronted by Erling Haaland and Jürgen Klopp.

The “Let It Pour” campaign, created by Grey Global, lands ahead of a World Cup cycle in which Budweiser remains the official beer partner, extending one of the longest-running commercial relationships in the game.

Budweiser say the campaign is built around the emotional release that accompanies the tournament, combining a flagship film with a wider programme of fan activations, watch parties and merchandise.

Monica Mody, Global Vice-President for Budweiser, said: “People wait years for the FIFA World Cup. When it happens, for 39 days, the entire world comes together to celebrate. ‘Let It Pour’ invites fans of legal drinking age to release that passion and let their memories, emotions, and Budweiser pour.”

The choice of talent reflects both present and past. Haaland, approaching his first World Cup, is positioned as the next-generation figurehead, while Klopp provides the campaign’s narrative as someone perennially connected with the fanbase. Alfie Haaland’s inclusion is a welcome addition and gives it that family feel that only a World Cup can generate.

Mody added: “There are celebrations, and then there are Budweiser FIFA World Cup celebrations. Haaland and Klopp both bring the energy and emotion we were looking to unleash with ‘Let It Pour’, and we couldn’t be more grateful to have them as ambassadors.

“Haaland is one of the most anticipated players to watch in this year’s FIFA World Cup, and we were so lucky he is a big fan of Budweiser. Having his dad join the campaign was also really special, because he played in the FIFA World Cup 1994, and the two of them understand both the excitement and the legacy of this moment.

“Klopp was the perfect person to narrate this campaign because both as a player and a manager, he is renowned for the energy he brings. He embodies what it means to Let It Pour.”

Erling Haaland added: “In my first World Cup, I’ll be leaving everything on the pitch, so Budweiser’s ‘Let It Pour’ campaign really hits home because it reflects exactly how I feel heading into the tournament.”

Klopp added: “The World Cup inspires optimism and unmatched passion for every person watching, and to share that with fans around the world is truly remarkable. I’ve lived it, so partnering with Budweiser and being part of the ‘Let it Pour’ campaign is about capturing that feeling of when fans come together, share the moment, and celebrate what makes football so special.”

Beyond the film, Budweiser is scaling its on-the-ground presence through its ‘Bud FC’ concept, targeting key markets with curated fan experiences. The push follows the brand’s continued investment in football properties, including last summer’s FIFA Club World Cup, underlining its intent to remain a central commercial voice around the global game.