Budweiser has launched a global campaign to celebrate its sponsorship of the FIFA World Cup 2018.

The activity kicked off this week in more than 50 countries around the world, with the unveiling of the beer brand’s new global advertising campaign, “Light Up the FIFA World Cup”, which will go live in the UK on May 13 during the Premier League Final.

In the UK, Budweiser’s “Light Up the FIFA World Cup” advert, marks key milestone in the 360-degree campaign. In a nod to tradition, the campaign will have significant TV presence through Budweiser’s partnership with ITV, which has exclusive broadcast rights to half of all FIFA World Cup games, including the opening match on June 14, and England’s final group game against Belgium.

The footage sees Budweiser embarking on an “epic beer delivery”, as thousands of drones carry bottles of the tournament’s Official Beer from its brewery in St Louis, Missouri, where Budweiser has been brewed since 1876. The journey of the drones comes to an end when bottles of Budweiser are delivered directly into the hands of spectators across the globe; the UK’s footage shows football fans celebrating in the local pub.

Brian Perkins, VP Global Marketing at Budweiser, said: As the most watched sporting event on the planet, the FIFA World Cup is the ultimate opportunity for Budweiser, the world’s most enjoyed beer, to connect with billions of passionate football fans globally. Our campaign is the largest in our company’s history, and it demonstrates how we are bringing together fans from around the world over a beer and their shared passion for football.

“Our campaign captures the celebratory, upbeat and premium experience of the Budweiser brand, and fans will continue to see this come to life through our ongoing activations for the 2018 FIFA World Cup.”

Other activity includes the release of its Red Light Cups, which are described as “the first ever noise-activated cups, which respond to the energy of fans watching the tournament by lighting up as cheering, clapping and excitement gets louder”.

The brand has also created the Bud Boat where fans from all over the UK can watch the FIFA World Cup. The boat will cruise down the River Thames and it will host screening parties, DJ’s and bars.