AB InBev Travel Retail is celebrating the success of an ambitious partnership with Royal Caribbean International, Norwegian Cruise Line, MSC Cruises and Disney Cruise Line to deliver a wide-ranging FIFA World Cup 2026 activation programme.
Michelob Ultra and Budweiser transformed selected onboard bars and lounges into ‘floating fan zones’ which screened live matches and hosted exclusive football-themed events. The campaign built on AB InBev’s nearly four-decade partnership with FIFA.
It represents the AB InBev’s most expansive cruise activation programme to date.
Michelob Ultra, Official Beer Sponsor of the FIFA World Cup 2026 in the United States, led the programme across US cruise itineraries. Budweiser spearheaded activities on European sailings.
Sports bars and lounges onboard participating ships were transformed into FIFA World Cup 2026 viewing destinations with live matches shown throughout the tournament.
The spaces featured FIFA World Cup branding which recreated the atmosphere of a football stadium and provided communal destinations for passengers to watch matches while at sea.
AB InBev staged dedicated Fan Fest events around key moments in the tournament, including the final between Spain and Argentina. The events featured watch parties, DJs, giveaways and football-themed games.
Among the highlights, Michelob Ultra introduced engraving stations that allowed travellers to personalise limited-edition FIFA World Cup 2026 cans and take them home as souvenirs.
Scratch-card sweepstakes offered passengers opportunities to win FIFA World Cup-branded prizes. These included scarves, hoodies and other limited-edition merchandise.
Alongside the cruise programme, AB InBev ran a domestic promotion in the US to extend its FIFA World Cup 2026 campaign. Consumers were offered opportunities to win rewards ranging from premium access experiences and match tickets to exclusive collectible merchandise. 🛳️
