Budweiser unveils #kingofcheers competition as anticipation builds for the 2014 FIFA World Cup Brazil™ Back to news

9th April 2014

London, UK (8th April, 2014) – Budweiser, the official beer sponsor of the 2014 FIFA World Cup Brazil™ has today unveiled #KingOfCheers, a social media campaign offering fans the once-in-a-lifetime opportunity to go to Brazil to enjoy the tournament this summer.

As part of Budweiser’s Rise As One campaign, fans are being encouraged to create video content of their best football cheers and celebrations using Vine or Instagram, and to then share them on Twitter using the hashtag #KingOfCheers. The best video will be rewarded with a trip to the 2014 FIFA World Cup™ to watch a match and receive hospitality courtesy of Budweiser.

Digital and social media is at the heart of Budweiser’s plans for the 2014 FIFA World Cup™, as it aims to reach and engage with fans ahead of Brazil. The competition mechanic being used for this campaign is a first for the brand.

#KingofCheers is just one of a number of digital activations from Budweiser in the run up to the 2014 FIFA World Cup™. In addition to King Of Cheers, Budweiser recently unveiled a digital campaign called Budweiser Heroes, a partnership with VICE highlighting real-life stories of individuals who have made a significant impact in their community and whose love of football has transformed the lives of everyday people.

In addition to the stories submitted by fans around the world, Budweiser and VICE are creating a series of short digital episodes that follow the same campaign theme and will tell five incredible and inspiring stories from around the world.  Fans should head to to watch the content and nominate their hero.

Jennifer Anton, AB InBev’s UK Marketing Manager for Budweiser, comments: “Every four years the FIFA World Cup™ brings football fans around the world together to unite in celebrating the beautiful game. As a long-standing sponsor, Budweiser is proud to be able to bring the 2014 FIFA World Cup Brazil™ closer to fans in the UK.

“As part of the Rise as One campaign, #KingOfCheers will encourage UK consumers to share their celebrations, with an amazing opportunity to watch and be part of the FIFA World Cup™ in Brazil.”

For more details on Budweiser’s creative content series and the Rise As One campaign, visit

How to enter #KingOfCheers:

Download Vine or Instagram from the Apple App Store or the Google Play Store free

* 25+ only. Closes at 2pm on 17th April 2014. Full terms and conditions for #KingOfCheers are available at

About Budweiser & Football

Budweiser has a strong commitment to football globally, having served as official beer sponsor of the FIFA World Cup™ for over 25 years, and with an ongoing commitment through the 2018 and 2022 tournaments.  

About Anheuser-Busch InBev

While Budweiser will serve as the official beer of the 2014 FIFA World Cup Brazil, Anheuser-Busch InBev will once again leverage its portfolio of beers around the world by extending local sponsorship rights to its leading brands in select football markets, including Brahma (Brazil), Harbin (China), Corona (Mexico), Jupiler (Belgium and The Netherlands), Siberian Crown (Russia), Hasseröder (Germany) and Beck’s (Italy), among others.

Anheuser-Busch InBev is a publicly traded company (Euronext: ABI) based in Leuven, Belgium, with American Depositary Receipts on the New York Stock Exchange (NYSE: BUD). It is the leading global brewer and one of the world’s top five consumer products companies. Beer, the original social network, has been bringing people together for thousands of years and our portfolio of well over 200 beer brands continues to forge strong connections with consumers. This includes global brands Budweiser®, Corona® and Stella Artois®; international brands Beck’s®, Leffe®, and Hoegaarden®; and local champions Bud Light®, Skol®, Brahma®, Antarctica®, Quilmes®, Victoria®, Modelo Especial®, Michelob Ultra®, Harbin®, Sedrin®, Klinskoye®, Sibirskaya Korona®, Chernigivske®, and Jupiler®. Anheuser-Busch InBev’s dedication to heritage and quality originates from the Den Hoorn brewery in Leuven, Belgium dating back to 1366 and the pioneering spirit of the Anheuser & Co brewery, with origins in St. Louis, USA since 1852. Geographically diversified with a balanced exposure to developed and developing markets, Anheuser-Busch InBev leverages the collective strengths of its more than 150,000 employees based in 24 countries worldwide. In 2013, AB InBev realized 43.2 billion USD revenue. The company strives to be the Best Beer Company in a Better World. For more information, please visit:

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