Stella Artois Seeks to Energize the Bar for FIFA World Cup

Not everyone can attend the FIFA World Cup in person, but Stella Artois believes the next best thng is "in the electric energy of fans celebrating in their local bars. That ritual of watching the game with friends is a beloved tradition, and this campaign is an open invitation for fans everywhere to elevate their celebration and honor the moments with a taste experience that’s worth it," says Chris Jones, VP-Marketing, Premium Brands at Anheuser-Busch.

Throughout the tournament, fans will find curated viewing experiences transforming bars into the ultimate viewing arenas, as well as Stella Artois- and FIFA World Cup 2026-branded merchandise and limited-edition packaging.

Fans will also have the chance to win beer money for their Stellas, throughout the tournament. To enter to win, 21+ fans can follow @StellaArtoisUSA for details on the #AllRoundsOnBeckham sweepstakes during every round of the tournament. Stella is elevating the rituals that define soccer culture, ensuring the most unforgettable goals, saves and celebrations are shared over a Stella.

This campaign is anchored by global brand ambassador David Beckham who stars in Stella Artois’ new “Celebration” TVC debuting April 15. The spot draws parallels to the ritual of lifting a Stella chalice with the excitement of celebrating a goal. It’s a tribute to the millions of moments of glory unfolding in bars across the country, far beyond the pitch.