Budweiser to Host World Cup Festival in November


Official poster promoting “BudX FIFA Fan Festival Seoul”. (Oriental Brewery)

Budweiser, an American beer brand and official sponsor of the FIFA World Cup in Qatar, is holding a World Cup viewing event in Seongsu-dong, eastern Seoul, in November, the distributor announced on Friday. Korean Oriental Brewery.

Attendees can watch the South Korea national football team play their group matches against Uruguay, Ghana and Portugal on November 24, November 28 and December 2, respectively.

The game will be shown on the big screen, and cultural events including music and dance performances will take place on the sidelines, the distributor said.

Besides Seoul, festivals will take place in five other major cities around the world, including London, Mexico City, Sao Paulo, Rio de Janeiro and Dubai.

Tickets will be available online in November.

The festival is organized as part of Budweiser’s new marketing campaign under the slogan “The world is yours”, to celebrate the world football competition. The campaign also includes a TV commercial and a new product launch.

The TV ad features world-famous footballers including Argentina striker Lionel Messi, Brazil striker Neymar and England winger Raheem Sterling.

The beer brand, which has sponsored the World Cup since 1986, also launched the limited-edition “Budweiser Qatar World Cup Package” in mid-October. The new product line consists of three different sized cans featuring World Cup artwork. Customers who buy limited-edition beers can enter a raffle to win World Cup merchandise, the distributor said.

Qatar has strict regulatory laws on when and where people can drink alcohol. FIFA said in September it had negotiated with Qatari authorities to allow fans to drink beer at eight stadiums and at fan festivals. Budweiser has the exclusive right to sell beer at the tournament.

By Lee Seung-ku ([email protected])


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