AB InBev has launched its global “Cheers to Bars” platform – a celebration of local bars and their impact on communities all over the world. 

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 and more than six billion people engaging with the tournament globally.

“During the FIFA World Cup 2026™, bars will become the beating heart of every neighborhood – places where strangers become friends, every goal is celebrated as one, and collective memories are created with every raised glass,” said AB InBev CEO Michel Doukeris.

“Beer and football have long been catalysts for bringing people together to create moments of joy and belonging. Nowhere is this spirit of beer and football more alive than in bars, where they share a special place in culture.”

The FIFA World Cup 2026™ will be the biggest ever, and AB InBev’s global brands Michelob ULTRA and Budweiser are serving as official beer sponsors.

Beyond its sponsorship of the tournament, AB InBev is debuting a new “Cheers to Bars” film and hosting 200,000 watch parties across more than 40 countries, transforming bars into the ultimate match-day destination.

To promote beer as a beverage of moderation, events will feature no- and low-alcohol options alongside responsible beverage service training that equips servers with best practices for a safe and elevated consumer experience. 

Together with partners around the world, AB InBev’s “Cheers to Bars” platform celebrates the social and economic role local bars play in communities everywhere.