Budweiser is the Official Beer Sponsor of the FIFA World Cup 2026. The company has launched its 'Let It Pour' campaign, according to Budweiser. Erling Haaland serves as a global ambassador for the campaign. Jürgen Klopp is also an ambassador, according to Budweiser.
According to Fotbollskanalen, the Norwegian organization Av-og-til reacted critically to the campaign, citing alcohol advertising laws, which would make such advertising illegal in Norway. The outlet also reported that secretary general Ragnhild Kaski demanded a response from the Norwegian Football Federation (NFF) and expressed concern that Haaland appears in clothing resembling the national team kit. Kaski said she is surprised if NFF approved the visual expression, describing the campaign as surprising and a disappointment given Haaland's role-model status, according to Fotbollskanalen.
In my first FIFA 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. I’ve dreamed of representing my country on this stage my entire life, and now that it’s here, it’s an incredible honor. What makes it even more special is knowing fans around the world will be experiencing those same moments alongside us – sharing in the energy, the emotion, and letting it all pour out in a way that makes the FIFA World Cup unforgettable.
Fotbollskanalen noted that Av-og-til is a partner to the NFF. The federation’s commercial chief, Runar Pahr Andresen, told the outlet that players can take part in global marketing campaigns for FIFA World Cup sponsors, but Norwegian law prevents agreements with beer producers in the domestic market.
According to Budweiser, the 'Let It Pour' campaign will activate in more than 40 countries, featuring Bud FC fan events, a new global film, and an online Bud Fan Store in select markets, with merchandise including a number 26 Budweiser football kit and a FIFA World Cup 2026 windbreaker. Richard Oppy, identified by Budweiser as Global President of Premium Company at AB InBev, said the campaign invites consumers to celebrate. Haaland, who will make his FIFA World Cup debut in 2026 according to Budweiser, noted that the campaign reflects his determination. Klopp added that it captures the passion of fans coming together.
The FIFA 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.