Stella Artois taps David Beckham to make bars the home of World Cup viewing

Stella Artois has launched a FIFA World Cup 2026 campaign with David Beckham that puts bars at the centre of the tournament experience.

The campaign is led by a new TV ad, “Celebration”, which debuted on April 15 and stars Beckham, Stella Artois’ global brand ambassador.

The campaign was developed by GUT and the hero TV spot produced by Landia.

The Anheuser-Busch brand is positioning the pub-style watch party as the place where the competition’s atmosphere is felt most keenly, bringing its “Taste Worth More” platform to life through viewing events, limited-edition packs and branded merchandise.

Running throughout the tournament, the activity will turn participating bars into match-day destinations while also giving fans the chance to win “beer money” through the #AllRoundsOnBeckham sweepstakes.

Chris Jones, VP of marketing for premium brands at Anheuser-Busch, said the idea is rooted in the belief that the game’s “true roar” comes from fans gathering together.

Beckham added that the World Cup’s most memorable moments are often the ones people experience side by side.

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