Stella Artois – the #3 premium tap handle in the U.S. 1 – is stepping onto the global stage and claiming its stadium for the FIFA World Cup 2026™: the bar. As a Proud Sponsor of the tournament, the brand is focusing on where the true roar of the game lives – the passionate, shared energy of fans watching together. This summer, Stella Artois will bring its “Taste Worth More” platform to life with curated experiences that transform the game-viewing ritual into a celebration worth savoring.
“Stella Artois’ message is simple: moments of great passion deserve to be savored. We believe the true roar of the game 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.” Chris Jones, VP of Marketing for Premium Brands at Anheuser-Busch, commented.
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, courtesy of Stella and David Beckham, 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.
“For every goal scored on the pitch, millions of fans celebrate around the world. That shared energy is what makes the World Cup unforgettable – and the most meaningful celebrations are the ones people experience together.” David Beckham, global Stella Artois brand ambassador commented.
Stella Artois’ proud sponsorship of the FIFA World Cup 2026™ is part of Anheuser-Busch’s long-term investment in soccer across the U.S. and worldwide. Through its portfolio of brands, Anheuser-Busch also supports the U.S. Men’s and Women’s National Teams, and the Mexico Men’s and Women’s National Teams, continuing its legacy of championing the game – and the fans who make every moment, and every taste, worth more.
1Source: NIELSEN CGA, L52W ending 12.27.25