Dive Brief: 

• Anheuser-Busch InBev’s Budweiser announced it will extend its popular #BringHomeTheBud campaign for the upcoming 2023 FIFA Women’s World Cup tournament, according to a press release. Budweiser is the official beer of the FIFA World Cup. 
• The latest iteration of the campaign, which debuted for the men’s World Cup in 2022, includes a film, “The World Is Yours to Take,” featuring athlete Lionel Messi hyping up players and fans. The brand will also bring back its Bring Home the Bud crates of beer to help victorious teams celebrate.
• At the tournament’s conclusion, Budweiser will celebrate the winning nation by releasing a final version of its film that unveils the winning team. The effort arrives as brewers increasingly leverage advertising muscle to support women’s sports. 

Dive Insight:

Budweiser’s latest effort falls in line with other recent efforts by parent AB InBev to support women’s sports, a move likely designed to welcome a consumer base once shunned by many brewers. Last year, the company’s Busch Light brand sponsored every female NASCAR driver aged 21 and older. In March, Michelob Ultra signed on as the first major sponsor of Women’s Sports Network, an ad-supported streaming service dedicated to women’s sports. 

Doubling down on its commitment, AB InBev and Budweiser have also sponsored individual women’s National soccer teams, including those in the United States, Colombia and the U.K. Created by agency Wieden+Kennedy in collaboration with FIFA, “The World is Yours to Take” film will debut on Budweiser’s YouTube channel on July 10, shortly before the tournament kicks off on July 20.

"This summer, we are proud to support the women playing on the pitch as they give fans epic moments to celebrate and ultimately Bring Home the Bud," said Richard Oppy, global vice president of Premium Brands, AB InBev, in release details.

The brand’s original #BringHomeTheBud campaign debuted last year for the 2022 FIFA World Cup tournament in Qatar, with AB InBev as a major sponsor. However, the partnership proved a bit tumultuous, particularly for Budweiser, when Qatar banned beer sales at World Cup stadiums just days before kick-off. Still, the campaign drove unprecedented success for the brand, including doubled product sales globally during the tournament period and increased brand awareness, per the company. 

The brand is no doubt hoping for similar success this year, as the Women’s World Cup will likely be a major global event. More than 1.1 billion people watched the Women’s World Cup in 2019 and the sport’s popularity has only grown as participation at every level continues to increase.

Other major brands are also signing on as sponsors of the 2023 Women’s World Cup tournament. In May, Frito-Lay North America became the Official USA Snack of the tournament, marking the company’s largest-ever investment in women’s sports. Hyundai and Kia have also signed on as Official Mobility Sponsors of the tournament. The brands have sponsored the women’s tournament since 1999 and 2007, respectively.