Budweiser World Cup

LADbible Group and Starcom

Client: Budweiser

Pre-tournament conversation before the FIFA 2022 World Cup was filled with debates rather than anticipation. Budweiser, official beer of the tournament and the England squad, took on the challenge to change perceptions of what sports sponsorship looks like, to engage with younger fans.

And what better way to build excitement than through the power of social? Budweiser enlisted LADbible Group, one of the biggest social publishers, to help England get behind the Three Lions, putting Budweiser at the epicentre of social conversations.

From featuring England stars on LADbible’s ‘Agree to Disagree’ series which trended #1 on YouTube, to collating messages of motivation for players which led to Budweiser taking the best fan comments to print directly onto the bottles.

At home, LADbible & Budweiser sent roving reporters onto the streets to drum up support for England, and in Qatar, ‘LADbible’s in-house presenter, Maz, went behind the scenes with footballers and fans.

The campaign reached 27.2 million people, generated 72.4 million impressions (more than UK viewing figures for the final), and we were #1 on YouTube. Budweiser achieved their highest market share in 2022 and were #1 share of voice on social, ahead of other world cup sponsors and competitor brands.