The Situation
The 2022 FIFA World Cup is now in full force; 32 teams made up of the best soccer players in the world, battling it out to be this year's World Cup champion. Not only is it an exciting time for sports fans, but it's also a rare opportunity for brands to reach markets that they don't normally have the chance to target.
Anheuser-Busch's Budweiser is one of the brands that took advantage of the moment, as they are an official sponsor of this year's World Cup. However, it hasn't been all smooth sailing for the beer powerhouse. In this blog, Hollywood Branded shares the ins and outs of Budweiser's 2022 FIFA World Cup partnership.
The Matchup
Budweiser has been in the news lately as Qatar announced days before the World Cup started, that it would be banning all alcohol sales within the stadiums. Qatar strictly controls the sale of alcohol in the country, as consumption is only allowed within hotel bars and restaurants, which are away from street view. This was not a favorable decision for Anheuser-Busch, who paid $74 million for Budweiser to be the official beer sponsor, now only allowed to sell its non-alcoholic Budweiser Zero. Anheuser-Busch has asked for a $47 million reduction in their $112 million deal for the 2026 FIFA World Cup, but also pivoted their marketing strategy to something even more amazing in no time at all!
The Victory
Photo Credit: @Budweiser | Twitter
In place of not being able to sell their beer in stadiums during the 2022 FIFA World Cup, Budweiser has vowed to host the ultimate championship celebration for the victor of this year's World Cup. In congruence, they will also be sending the unsold beer to the winning country, making for an even better party. What's amazing is how fast they were able to pivot into this decision as they made the announcement on November 19th through Twitter, which was a day before the World Cup itself even started and a day after the alcohol ban was placed in Qatar. Budweiser has made itself a part of the 2022 World Cup by giving the players and fans a winning experience that will be hard to forget anytime soon. Many predict Brazil will be receiving Budweiser's stockpile of beer when it's all said and done; who do you have?
Not Their First Rodeo
Photo Credit: Dan DeRoos
In 2018, the Cleveland Browns had just 1 win in 2 seasons of play, making them 1-31 from 2016-2018. In 2018 though, hope was on the horizon, as Baker Mayfield had just been drafted to head up the QB position; and Bud Light promised to unlock all of the fridges full of beer that they spread around Cleveland once they got their first win. 3 games into the 2018 season and 635 days later, the Browns got their first win, and Bud Light was passed out to the thirsty masses. Anheuser-Busch is a great example of a brand that knows exactly who they are and exactly who they are marketing to.
Masters of the Moment
Photo Credit: Stu Forster | Getty Images
Anheuser-Busch has come up with some really out-of-the-box ideas, such as the two mentioned, that not only get their name out to the masses but actually become part of the memory of the event they sponsored. By inserting themselves into the moment, it created and will create something much more special than a just logo being displayed ever can. They also have the ability to pivot on a dime, as the decision to ban alcohol sales during the World Cup in Qatar would be hard for any company to come back from, yet, they made the best of a bad situation and ended up with an even better plan.
Eager To Learn More?
Want to learn more? Check out these five blogs written by the Hollywood Branded team!
- Goodbye Yellow Brick Road: What Brands Can Learn From Elton John
- The Power Of Holiday Movies For Brand Marketers
- Should Brands Use Macro or Nano-Influencers In a Campaign?
- Marketing Value Of The Macy's Thanksgiving Day Parade
- How Celebrities Have Found Success By Launching Beauty Brands
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