Budweiser has launched its new global brand platform, ‘Celebration in the Making’, ahead of its lead sponsorship of this summer’s FIFA Club World Cup.

Set to run from 14 June to 13 July across the United States, the tournament will feature prominent Budweiser branding throughout, as the St. Louis-based brewer takes its place as the ‘official global beer sponsor’.

In the UK, Budweiser will activate the campaign with a ‘Bring Home the Bud’ event in Manchester and London on 6 and 7 June, coinciding with the participation of both English clubs- Manchester City and Chelsea- in the tournament.

“In partnership with FIFA, Budweiser has been celebrating football culture and its legions of fans for nearly 40 years, and we’re proud to launch this global platform to match the energy, scale and excitement of this unique competition,” said Richard Oppy, Global President, Premium Company at AB InBev, brewer of Budweiser.

“Whether it’s being in a local pub at match kickoff or being in a packed stadium cheering the return of a champion club, Budweiser will be there to ensure every moment of this FIFA Club World Cup feels like an epic celebration in the making.”