Budweiser 0.0 kicks off ‘In the hands of fans’ for ICC T20 World Cup 2026

NATIONAL: Budweiser 0.0 has launched In the hands of fans, a culture-led campaign marking the first chapter of its partnership with the ICC Men’s T20 World Cup 2026. The initiative reframes cricket as a fan-owned spectacle, spotlighting the emotions, rituals and shared moments that turn matches into memories.

Rolled out as a pan-India, youth-focused push, the campaign is anchored in a 360-degree activation plan spanning mass media takeovers, fan-first screenings, immersive cultural collaborations and limited-edition packaging timed to the tournament. At its core is a simple proposition: cricket’s most iconic moments are created not just on the pitch, but by the people who watch, believe and celebrate together.

“Cricket in India is fueled by its fans, in stadiums, in homes, in pubs and in all the places where the game is watched together,” said AB InBev India vice president – marketing and trade marketing Vineet Sharma. He said the campaign would deliver culture-first experiences across Indian cities and set a new benchmark for fan-led sports marketing.

The launch reinforces Budweiser 0.0’s positioning at the intersection of sport, youth culture and modern celebrations, while extending Budweiser’s long-standing association with cricket into the non-alcoholic segment. As India remains one of Budweiser’s largest global markets, the brand is betting on participatory, fan-driven storytelling to shape its ICC journey through 2026.