From the packed stadiums of the FIFA World Cup 2026™ and the Winter Olympics to the tear-soaked fan celebrations of the Knicks’ historic championship, 2026 is proving to be a monumental year for sports—and beer has been right at the center of the fan experience.
In tandem with the launch of its new global platform and film, ‘Cheers to Beer,’ AB InBev is highlighting beer’s role as the catalyst for shared fan connection:
- Beer was the MVP of the FIFA World Cup 2026™, where fans consumed over 5.5 million beers in stadiums during the tournament. Beer sales rose 11% in U.S. host cities and sales were up 3% nationally.
- The “watch party” effect is real: Beer sales in bars rose 13% in host markets as World Cup matches offered an occasion for people to gather.
- Among legal-drinking-age adults who consume alcohol, 73% choose beer- the most widely chosen category.
- 93% of global no-alcohol volume is beer, more than 30 times larger than any other category, as beer continues to be the beverage of choice for consumers who are becoming more intentional about how they drink.
AB InBev’s new film is a visual celebration of the timeless role beer plays in sports’ most historic moments.
