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With the 2026 FIFA World Cup now only months away, brands are rushing to capitalise on what is widely considered the world’s biggest sporting event by leveraging their involvement in the tournament.
Beer brand Stella Artois is among them. As a tournament sponsor, it is focusing on where it believes the true spirit of the game lives – the passionate shared energy of fans watching together.
To this end it is using its global brand ambassador, soccer legend David Beckham, to front a new TV commercial called ‘Celebration’, which debuted last week (15 April 2026).
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.
Moments of great passion deserve to be savoured
Explains Chris Jones, VP of Marketing for Premium Brands at brewing company Anheuser-Busch: “Stella Artois’ message is simple: moments of great passion deserve to be savoured. We believe the true roar of the game is in the electric energy of fans celebrating in their local bars. That ritual of watching the game with friends is a beloved tradition, and this campaign is an open invitation for fans everywhere to elevate their celebration and honour the moments with a taste experience that’s worth it.”
Beckham, a former soccer superstar who still enjoys recognition across a broad cross-section of fans worldwide, adds: “For every goal scored on the pitch, millions of fans celebrate around the world. That shared energy is what makes the World Cup unforgettable – and the most meaningful celebrations are the ones people experience together.”
Stella Artois is also leveraging its FIFA World Cup sponsorship in other ways. Throughout the tournament, fans will find curated viewing experiences transforming bars into exciting viewing arenas, as well as Stella Artois and FIFA World Cup 2026 branded merchandise and limited-edition packaging.
The 2026 FIFA World Cup kicks off on 11 June. It takes place in the US, Canada and Mexico.
You can watch the new TV commercial on YouTube here.
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