Anheuser-Busch has confirmed the portfolio of brands it will activate during the FIFA World Cup 2026, with Michelob ULTRA, NÜTRL Vodka Seltzer and Stella Artois set to lead the brewer’s marketing programme during the tournament.

Michelob ULTRA will serve as the Official Beer Sponsor of the tournament, while NÜTRL Vodka Seltzer has been named Official Hard Seltzer Sponsor and Stella Artois will participate as a Proud Sponsor. The tournament will be hosted across North America in summer 2026.

Kyle Norrington, chief commercial officer at Anheuser-Busch, said the company plans major investments to engage fans throughout the event.

“As the FIFA World Cup returns to North America for the first time in over 30 years, Anheuser-Busch, our brands, our people, and our entire network are prepared to meet this moment with massive investments and plans that engage and delight fans at every touchpoint. Our brands will be an essential part of the broadcast and the match atmosphere — in stadiums, in bars, and at-home watch parties,” he said.

As part of its activation programme, Michelob ULTRA will roll out tournament-themed packaging and retail promotions alongside stadium experiences and marketing campaigns featuring football personalities. The brand will also highlight Michelob ULTRA Zero, its non-alcohol variant, across broadcast and trade activations.

The tournament forms part of the brand’s wider investment in football sponsorship in the United States, including partnerships linked to major international competitions and national teams.

NÜTRL Vodka Seltzer will focus on fan engagement through watch parties, bar activations and limited-edition merchandise during the tournament period, while Stella Artois will emphasise premium viewing experiences centred on social drinking occasions in bars and hospitality venues.

For the metal packaging sector, major global sporting events such as the World Cup typically drive increased demand for beverage cans, particularly for beer and ready-to-drink categories such as hard seltzers. Marketing campaigns tied to large-scale tournaments often feature limited-edition packaging and high-volume retail promotions across aluminium can formats.

Anheuser-Busch, one of the world’s largest brewers, produces a wide portfolio of beverage brands including Budweiser, Bud Light, Busch Light and Michelob ULTRA, alongside spirits and ready-to-drink products.