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For many employees, this may sound like the greatest sports marketing idea of all time! Bosses, however, may not be so sure.
As North America readies to host the 2026 FIFA World Cup, beer brand Stella Artois has come up with a campaign that recognises a problem for local fans: most weekday games happen during working hours.
To tackle this ultimate calendar conflict, Stella Artois suggests office workers Work from Bar and swap their desk for a bar seat to experience the game in a location “where the real energy lives”.
Workers that do so – and who purchase a Stella Artois beer (including the non-alcoholic work-friendly option) – can submit their receipt as an ‘expense report’ to a dedicated brand web location for reimbursement.
Naturally, there are Terms and Conditions (Ts & Cs). These include that the beer must be bought during normal working hours during FIFA World Cup 2026 weekday matches.
Chris Jones, VP of Marketing for Premium Brands at Anheuser-Busch, says ‘Work From Bar’ is built on a simple belief: the best moments of the tournament happen “in the stadiums [that are] outside the stadiums, [which is] where the real energy of the game lives”.
He adds: “With so many matches taking place during the workday, this is a rare cultural moment that deserves to be experienced together in a bar – not from behind a desk.
“Whether it’s co-workers swapping conference rooms for bar stools, or employers giving their teams permission to be part of the action, Work From Bar is about creating space for genuine human connection around the world’s biggest sporting event.”
Brand is leveraging its World Cup sponsorship
Stella Artois is an official 2026 World Cup sponsor and is capitalising on the global sports extravaganza in a variety of ways.
In April, for example, the brand launched a new TV commercial called ‘Celebration’ which is fronted its global brand ambassador, soccer legend David Beckham.
The advertisement draws parallels to the ritual of lifting a Stella Artois-filled beer glass with the excitement of celebrating a goal. It aims to be a tribute to the millions of moments of glory unfolding in bars across the country, far beyond the pitch.
You can watch that TV commercial on YouTube here.
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