Budweiser 0.0 has announced the launch of ‘In the Hands of Fans’, marking the start of its partnership with the International Cricket Council (ICC) for the ICC Men’s T20 World Cup 2026. The campaign forms the first phase of the brand’s association with the tournament and will roll out across India.
The campaign is based on the idea that cricket is shaped by its supporters and focuses on fan experiences and match moments. It highlights how spectators engage with the sport across stadiums, homes and social spaces.
The campaign film has been released digitally and can be viewed on YouTube.
Commenting on the launch, Vineet Sharma, Vice President – Marketing & Trade Marketing, AB InBev India, said, “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. With ‘In the Hands of Fans’, we’re celebrating the iconic moments that define the game of cricket and the people who bring those moments to life. As we begin our association with Cricket, Budweiser 0.0 is bringing alive culture-first experiences across multiple cities of India, creating a fresh fan-first outlook that is set to make this campaign an international trendsetter.”
‘In the Hands of Fans’ will be implemented as a pan-India campaign aimed at younger audiences. It will include media activity and on-ground activations linked to the tournament. The activation plan includes fan screenings, creative executions, media takeovers, cultural partnerships and limited-edition packaging during the course of the World Cup.
The campaign is structured around key moments from the game and aims to place fans at the centre of shared viewing and participatory experiences.
Budweiser has been present in India for nearly two decades and is positioned as a premium beer brand in the market. India is currently its third-largest market globally, outside the United States. The brand is part of AB InBev’s portfolio and includes Budweiser 0.0 as a non-alcoholic offering.
Through this campaign, Budweiser 0.0 continues its association with sports and youth-focused initiatives around the ICC Men’s T20 World Cup 2026, with an emphasis on fan engagement throughout the tournament.
