Budweiser has unveiled its global “Rise As One” campaign, including Canadian-specific initiatives, as part of the beer brand’s official sponsorship of the FIFA World Cup in Brazil.
The effort kicks off with a global television commercial that “captures the spirit of anticipation now building around the world as fans and players eagerly look ahead” to the games. It is slated to air during CBC’s coverage of the month-long sporting event, as well as online.
As an official broadcast partner of CBC/Radio-Canada for the games, Budweiser will give soccer lovers access to post-game content, including the “Man of the Match” feature presentation—a player of the game as voted by viewers.
At this year’s tournament, the voting will open on Twitter at the start of the second half of each game. In 2010, the vote was only accessible on the FIFA website. Fans without social media accounts can still cast votes on the site or through a FIFA app.
Budweiser is also set to host a viewing party in downtown Toronto for the final.
Budweiser isn’t the only brand vying for the attention of Canadian soccer fans during the month-long coverage.
Activia has sponsored Shakira’s latest video, “La La La (Brazil 2014),” a song that celebrates this year’s World Cup. The partnership is in support of the UN’s anti-hunger group, World Food Programme.
And of course, on a global scale, athletic brands such as Nike, Adidas and Puma are set to roll out a blitz of advertising, social media and product.
Coke is launching a commercial that features fans across the world, from a Japanese region hit by the 2011 earthquake-tsunami to the West Bank, collecting cup tickets.
Meanwhile, rival PepsiCo is relying on the allure of football stars, with Argentina star Lionel Messi and Netherlands forward Robin van Persie performing tricks on the streets of Rio de Janeiro in a campaign released last week.
FIFA is expected to rake in at least $4 billion in sponsorships and television rights.
