- Budweiser named Erling Haaland and Jürgen Klopp as global ambassadors for its FIFA World Cup 2026 "Let It Pour" campaign, activated across 40+ countries.
- The campaign includes a global film by Grey Global set to Joe Cocker's "Feelin' Alright," featuring Haaland, Klopp, and a cameo from Haaland's father, former footballer Alfie Haaland.
- Budweiser is extending the campaign with Bud FC fan events (via experiential agency WINK) and The Bud Fan Store, offering exclusive limited-edition World Cup merchandise.
- The partnership marks Haaland's first major beer brand deal ahead of his FIFA World Cup debut with Norway in 2026, though it has drawn criticism in Norway where alcohol advertising is legally banned.
Budweiser, the Official Beer Sponsor of the FIFA World Cup 2026, has tapped Manchester City striker Erling Haaland and former Liverpool manager Jürgen Klopp as global ambassadors for its “Let It Pour” campaign. This is its biggest World Cup push in its 40-year sponsorship run dating back to Mexico 1986.
Created by Grey Global and directed by Steve Ayson, the campaign film spans fans across the globe building to the moment Haaland scores, with his father Alfie Haaland appearing in a fan’s daydream.
The spot runs to Joe Cocker’s “Feelin’ Alright” and is supported by TV, social, and out-of-home assets across more than 40 countries.
Similar to how Haaland and Vinicius Jr. recently fronted the Marriott Bonvoy x Visa World Cup campaign, this partnership leans into the tournament’s global emotional energy, and Haaland is showing up as one of the most in-demand faces of 2026. Haaland also holds a long-term Nike boot deal.
Klopp, who retired from club football management in 2024 after leaving Liverpool, has leaned into brand work, and this is among his most prominent campaign partnerships since stepping away from the dugout.
This isn’t the only football-meets-brand moment heating up ahead of the tournament. Diplo, Weston McKennie, Declan Rice, and Hirving Lozano also recently starred in a Celsius World Cup campaign, signaling just how aggressively brands are moving to lock in talent before the tournament kicks off.
Beyond the film, Budweiser is launching The Bud Fan Store with exclusive World Cup apparel and Bud FC, a global fan events platform in partnership with WINK, bringing stadium energy to watch parties in select markets. Past Budweiser World Cup ambassador partnerships have included Lionel Messi and Neymar in previous cycles.
Takeaways
Budweiser has always treated the World Cup as its biggest commercial moment of the four-year cycle, and “Let It Pour” feels like the brand playing its strongest hand yet.
Pairing Haaland, who is making his World Cup debut and is arguably the most marketable active footballer on the planet right now, with Klopp, who brings the emotional and managerial credibility of someone who has lived the tournament pressure, is smart casting. It’s not just player + beer. It’s the hunger of a first-timer meeting the wisdom of a legend.
The Alfie Haaland cameo is the detail that elevates it from a standard commercial to something with a genuine story.
That said, the controversy in Norway, where alcohol advertising is banned, is a legitimate conversation. Haaland has been outspoken about his health-first lifestyle, and the optics of fronting a global beer push while representing his country have ruffled feathers at home. It won’t derail the campaign, but it’s a brand risk Budweiser and Haaland’s team clearly calculated before signing.
For brands watching from the sidelines, this is also a signal: World Cup 2026 ambassador windows are closing. The premium sports talent is already placed.
Does Haaland’s alcohol brand deal conflict with the health-conscious image he’s carefully built, and could it affect his appeal to wellness-focused sponsors? With Klopp no longer managing a club, is the retired-coach ambassador model the next big frontier in sports marketing?
