Kicking off next month, the FIFA World Cup 2026 is expected to revive the global fortunes of beer, with football fans forecast to drink an additional one billion pints of beer during the tournament.

The biggest and most watched sporting event on the planet is being played in the United States, Canada and Mexico from 11 June to 19 July, with 48 nations competing for the Cup.

“After five ​successive years of volatility, beer should be better in 2026,” Jefferies said.

Jefferies analyst Ed Mundy added “match timing is the unsung hero of World Cup beer consumption”. He noted that games featuring countries in Europe and the Americas had largely been scheduled to coincide with peak local drinking hours of between 5pm and 11pm.” 

In Australia, some states are extending trading hours for matches. The NSW Government has announced pubs, clubs and bars statewide can operate extended hours when they broadcast Australian group stage matches, all the knockout rounds (16 and 32) and the finals.

Australian Hotels Association NSW Director of Policy Chris Gatfield said: “There are a lot of football fans here, both homegrown and visiting from overseas, and the extended hours mean they won’t miss a moment of the action.

“We’re particularly pleased hotels will also be able to apply to trade earlier or later for the group matches through an application process.

“Get out of the cold and into a venue – there’s no better place to watch the World Cup than down at the local with your mates.”

AB InBev is expected to be the biggest winner. The brewer has held official sponsorship rights for the tournament since 1986, with Budweiser, the Official Beer Sponsor of the FIFA World Cup 2026 ™.

In April the brand unveiled its newest global football platform, “Let It Pour”, activating across more than 40 countries.

It invites fans to let their memories, emotions and beer pour. Inspired by the energy of football fandom shared across the globe, “Let It Pour” captures how that passion spills beyond the pitch – turning bars, homes, and cities into a shared celebration over 39 days. It shows how the world comes together, and strangers become teammates as they cheer on their team with a Budweiser or Budweiser 0.0% in hand.

Aussie Richard Oppy, who is Global President, Premium Company at AB InBev said: “For over four decades, Budweiser has been part of the celebrations that define the FIFA World Cup™, be it on the pitch, in bars, or wherever fans come together. ‘Let It Pour’ is our invitation to consumers to fully embrace those moments.”

The campaign stars Erling Haaland, a Norwegian professional footballer widely considered one of the best strikers in the world.

Haaland also appears in Nike’s ad for the FIFA World Cup, alongside celebs including LeBron James, Travis Scott, Kim Kardashian, Jason Sudeikis as Ted Lasso, Kate Scott and Channing Tatum (as his stunt double), as well as soccer stars Cristiano Ronaldo, Kylian Mbappé and Vini Jr., and legends Eric Cantona, Ronaldinho, Zlatan Ibrahimović, Didier Drogba and Jorge Campos.

Blimey, imagine the budget on that one!