Budweiser, the official beer of the 2023 FIFA Women’s World Cup, is readying a VOD, social, digital and OOH promotion to coincide with the tournament.

The ‘Greatness is Yours to Take’ campaign will feature England stars Beth Mead and Karen Carney, and is focused on the idea of never giving up and seizing every opportunity. It is the biggest trade campaign Budweiser Brewing Group/AB InBev UK has launched to date.

The 30 second hero film at the centre of the promo showcases the progression of women’s football in the UK – from muddy pitches to full stadiums and Englands victory last year at the UEFA Women’s Euro 2022.

The OOH adverts will appear across the London Underground, bus stops and in large formats across a range of locations including shopping malls and city centres around the country. Budweiser will also launch in store activations with ASDA, with a 50p donation on every pack of 15 sold.

Adrien Mahieu, European Commercial VP at AB InBev, said: “We’re extremely proud to have partnered with England Women since 2019, celebrating with the fans and cheering the team’s journey to greatness. A crucial part of Budweiser’s brand DNA is the determination to seize greatness, and so this campaign celebrates this incredible team’s achievements and brings fans closer to them than ever before. Budweiser will inspire the whole nation to come out in support for England, and we can’t wait to see what this tournament brings.”