Budweiser 0.0 has launched ‘In the Hands of Fans’, the first phase of its partnership with the International Cricket Council (ICC), as part of its association with the ICC Men’s T20 World Cup 2026. The campaign will roll out across India, spotlighting fan-led experiences around cricket through nationwide media outreach, on-ground activations and shared screening moments across social spaces.
Positioned around the idea that fans help shape iconic moments in cricket, the campaign highlights how spectators contribute to the atmosphere of the game—whether in stadiums, at home, in pubs or while watching in groups. It focuses on everyday fan participation, from cheering and celebrating to sharing match-day experiences.
Vineet Sharma, Vice President – Marketing & Trade Marketing, AB InBev India, said, “Cricket in India is fueled by its fans, in stadiums, in homes, in pubs and in all the places where the game is watched together. With ‘In the Hands of Fans’, we’re celebrating the iconic moments that define the game of cricket and the people who bring those moments to life. As we begin our association with Cricket, Budweiser 0.0 is bringing alive culture-first experiences across multiple cities of India, creating a fresh fan-first outlook that is set to make this campaign an international trendsetter.”
As a pan-India, youth-focused initiative, ‘In the Hands of Fans’ will be supported by a strong nationwide media presence and a lineup of immersive brand activations. The rollout will feature fan screening experiences, media takeovers, immersive partnerships and limited-edition packaging during the tournament period.
The activation plan aims to create shared viewing experiences and participatory moments that connect fans to key highlights of the game, strengthening community-led celebrations around cricket.
Budweiser has been present in India for nearly two decades and is backed by AB InBev’s brewing operations. The brand has aligned itself with India’s growing demand for premium and sessionable beer options, positioning India as its third-largest market globally outside the US.
Through this campaign, Budweiser 0.0 continues to deepen its presence in sports and youth culture, leveraging its ICC Men’s T20 World Cup association to engage cricket audiences through on-ground and cultural touchpoints across the country.
