How Budweiser salvaged its World Cup campaign

The FIFA World Cup wraps up in Qatar this weekend. France will take on Argentina in a heavyweight battle.

Off the pitch, perhaps the most significant moment happened two days before the whole tournament kicked off, when Qatar and FIFA decided to ban the sale of alcoholic beer at stadiums. This took the event’s major beer sponsor, Budweiser, by surprise. The company had to pivot its marketing strategy on the spot.

Today Darcy and Sascha discuss how Budweiser managed this change of events.

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