Today, Budweiser, the Official Beer Sponsor of the FIFA World Cup 2026™ and Official Beer of England, introduced the ultimate “Let It Pour” experience for England fans: an 8-meter-tall mural of Jordan Pickford, Ollie Watkins and John Stones, from the England National Football Team. This brings the brand’s “Let It Pour” platform to from the screen to city streets, inviting fans to celebrate from within murals of their favourite footballers. Inside the mural, the brand has transformed the space into a Budweiser pub featuring iconic England memorabilia and exclusive merchandise signed by England’s former goalkeeper, David Seaman. To top it off, Budweiser gave UK consumers the chance to win the space to watch England play later this month.
“Every FIFA World Cup is a once in a lifetime experience for fans and players alike, and Budweiser is creating experiences for consumers around the world to unleash their excitement alongside their teams,” said Monica Mody, VP, Budweiser. “We are bringing our ‘Let It Pour’ campaign to life and literally putting fans in the center, having them step into our billboards and release their unbridled emotions in the same way these legends do.”
Giving England Fans the Chance to Let It Pour
The experience in London will be open to fans of a legal drinking age on Saturday, June 13 from 1 pm to 4 pm, where consumers will have the opportunity to receive exclusive Budweiser merchandise, take their pictures from within the mural, and even meet England football legend, David Seaman.
“Football is all about emotion, and the FIFA World Cup brings that out of us like nothing else,” said Seaman. “Budweiser knows exactly what being a true fan is about: feeling every moment in the same way the players do on the pitch, and I know England fans do that better than anyone. I can’t wait to be in Camden Town to feel that incredible energy and let it pour together!”
Created in partnership with Grey Global, the creative agency behind the brand’s “Let It Pour” platform, the mural appears at 48 Chalk Farm Rd, Chalk Farm, London NW1 8AJ, United Kingdom. Behind the mural, Budweiser transformed the inside into the pub of England fans’ dreams, where they can enjoy an ice-cold Budweiser or Budweiser 0.0% and immerse themselves in the excitement for the FIFA World Cup 2026™ with signed memorabilia from the 1966 England squad as well as current players including Marcus Rashford, John Stones and Jordan Henderson.
“The World Cup brings us the most visceral feelings. We go crazy, we scream, we let it pour,” said Gabriel Schmitt, Global Chief Creative Officer, Grey Global. “These interactive billboards offer a place to express those feelings, and inside, give fans a one-of-a-kind game viewing experience. What’s not to love?”
Celebrations Around the World
As the tournament progresses, Budweiser will be celebrating with fans across over 40 markets, including hosting fan festivals across Brazil, China, Spain, France, India, Vietnam, and more.
