Budweiser 0.0 is beginning its ICC T20 World Cup 2026 partnership with the ‘In the Hands of Fans’ campaign.

Budweiser 0.0 has officially kicked off its partnership with the International Cricket Council (ICC) through a new campaign titled ‘In the Hands of Fans’. This campaign marks the first phase of the brand’s association with the ICC Men’s T20 World Cup 2026 and is built around culture-led, fan-first experiences across India.

‘In the Hands of Fans’ celebrates the unforgettable moments in cricket and the passionate supporters who bring those moments to life. The campaign positions fans at the centre of the game, recognising how their energy, reactions, and rituals shape the spirit of cricket—whether in stadiums, living rooms, or social spaces.

Rolled out across India with a strong youth focus, the campaign combines media, on-ground activations, and cultural collaborations to connect Budweiser 0.0’s ICC partnership with everyday fan experiences. The plan includes curated fan screenings, creative storytelling, media partnerships, special edition packaging, and live cultural moments during the tournament.

By spotlighting key cricketing moments and shared viewing experiences, Budweiser 0.0 aims to bring fans closer to the game in a way that feels collective, inclusive, and rooted in youth culture.

Over nearly two decades, Budweiser has grown to become India’s leading premium beer, making India its third-largest market globally after the US. Backed by AB InBev’s brewing legacy, the brand continues to focus on quality and accessibility, catering to India’s growing demand for premium yet easy-drinking beverages.

The launch of Budweiser 0.0 further strengthens the brand’s association with sports, youth culture, and celebration, positioning it as a premium yet inclusive choice. Through fan-driven experiences during the ICC Men’s T20 World Cup 2026, the campaign symbolically places the game in the hands of the fans.

Vineet Sharma, Vice President of Marketing & Trade Marketing at AB InBev India, shared his thoughts on the campaign launch, stating: “Cricket in India is fueled by its fans—in stadiums, in homes, in pubs, and everywhere the game is watched together. With ‘In the Hands of Fans’, we’re celebrating the iconic moments that define cricket and the people who bring those moments to life. As we begin our association with cricket, Budweiser 0.0 is bringing culture-first experiences across multiple Indian cities, creating a fresh fan-first outlook that has the potential to become an international trendsetter.”

Key Takeaways from the campaign

Fans own the game

The campaign reinforces the idea that fans are central to cricket’s magic, shaping the atmosphere and emotions around every match.

Beyond the screen

‘In the Hands of Fans’ extends beyond traditional advertising through live screenings, city-level activations, and interactive experiences that encourage collective participation.

Cultural resonance

By aligning with youth culture and fan behaviour, Budweiser 0.0 integrates seamlessly into India’s cricket ecosystem through relevant, fan-focused storytelling.

If you are looking for an experiential campaign like this, let’s discuss the ideas.

Stay tuned for more such advertising news!, come back to Excellent Publicity