The AB InBev owned liquor brand was the official sponsor of the 2018 FIFA World Cup.
Budweiser has built a new sports facility, the Budweiser ReCup Arena by using the over 50,000 cups it collected during the FIFA Fan Fests and at the arenas after the summer tournament. There were also over 3.2 million Budweiser Red Light Cups used during the recently held FIFA World Cup, which sports fans brought home after the event.
Budweiser and 2018 FIFA World Cup Local Organising Committee collected and recycled the Red Light Cups that were disposed. The 50,000 used cups were recycled and made into a wear-resistant coloured coating for a new 65 x 42 metres pitch.
“The FIFA World Cup is a celebration for millions of fans not only in Russia, but around the world. Throughout the tournament, Budweiser surprised fans with its activations, gave them euphoric emotions, so we decided to create a unique facility – Budweiser ReCup Arena – specifically to extend this experience. Hopefully, this pitch will remind us of the past tournament and, probably, will help someone start a promising football career,” said Konstantin Tamirov, marketing director of AB InBev Efes.
“The 2018 FIFA World Cup in Russia has been recognised as the best FIFA World Cup (TM) ever. For a month, millions of tourists from all over the world were united by the real football celebration atmosphere. I am very glad that BUD, an official sponsor of the tournament, shares the idea of preserving the legacy of the FIFA World Cup and continues to build it up even after the tournament,” said Marco Materazzi, FIFA legend and FIFA World Cup champion.
AB InBev’s beer brand said it will hold the first ever football match on the striking red and white pitch – The World Cup REplay. It will highlight Budweiser’s pledged to promote sustainability. It recently committed to using renewable electricity with every beer bottle it brews by 2025. The beer maker also has stamped 100 per cent Renewable Electricity symbols on Budweiser packaging the US and UK.