Published on May 5th, 2026
Location: Global
Jürgen Klopp Joins Budweiser’s “Let It Pour” Global Platform Ahead of 2026 FIFA World Cup™
Hamburg, May 6 2026 - Budweiser, the Official Beer Sponsor of the FIFA World Cup 2026™, has unveiled “Let It Pour,” a new global football platform co-headlined by Jürgen Klopp, whose involvement was orchestrated by projectFIVE, SPORTFIVE’s boutique athlete representation platform. Rolling out across more than 40 countries, the campaign channels Klopp’s unmistakable energy to celebrate the emotion, unity and shared passion that define the world’s biggest sporting stage.
One of football’s most influential and charismatic figures, Klopp anchors the campaign’s call for global connection, reflecting the intensity and optimism that surround the FIFA World Cup™.
“The World Cup inspires optimism and unmatched passion for every person watching, and to share that with fans around the world is truly remarkable,” said Jürgen Klopp, Budweiser global ambassador. “I’ve lived it, so partnering with Budweiser and being part of the ‘Let it Pour’ campaign is about capturing that feeling of when fans come together, share the moment, and celebrate what makes football so special.”
Building on its 40-year legacy as the Official Beer Sponsor of the FIFA World Cup™, Budweiser continues to elevate the fan experience with the unveiling of The Bud Fan Store. Available online in select markets, consumers will be able to purchase or win exclusive, tournament-inspired merchandise.
From a number 26 Budweiser football kit to a FIFA World Cup 2026 ™ windbreaker with the iconic bowtie emblem, every piece of apparel is designed to bring fans closer to the action.
Extending the impact of “Let It Pour,” Budweiser is launching Bud FC, a global experiential platform in partnership with WINK. In select markets, Bud FC will bring football fans together at watch parties worldwide, turning every moment throughout the tournament into a shared outpouring of passion and celebration. By channeling the energy of the stadium, Bud FC creates a new stage for consumers to celebrate together.
Budweiser’s “Let It Pour” film, created in partnership with Grey Global, 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.
The creative features a star-studded cast, including Erling Haaland and Jürgen Klopp, alongside cameo appearances from football legend – and Erling’s father – Alfie Haaland, and other cultural icons who join in the celebrations. Set to the iconic track “Feelin’ Alright” by Joe Cocker, the film is supported by a full suite of TV, social, and out-of-home assets.
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About SPORTFIVE
SPORTFIVE is a global sports marketing agency that delivers customer-centric solutions based on trust and transparency, deep industry experience and global relationships, digital intelligence and innovation. SPORTFIVE strategically and creatively connects brands, rightsholders, media platforms and fans to create and enable contemporary partnerships in sports.
While creating and growing long-term value for all, SPORTFIVE often leads the sports business into the future through innovative digital solutions and strives to be the most progressive and respected partner in sports.
Being at the centre of professional sport SPORTFIVE will use its unique position, in order to make a positive contribution to sustainability and to live up to the social and economic duty and responsibility, which sport and consequently all parties involved, also have. SPORTFIVE operates with a global mindset and network of over 1,200 local experts based in 15 countries around the world, active in Football, Golf, Handball, Motorsport, Esports, Cricket, Tennis, American Football, Basketball, Hockey, Rugby, Olympics and Multi-Sport Events, Wintersports and many more.
Press contacts
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James Chadderton
Senior Manager, Global Marketing Communications
james.chadderton@sportfive.com
