Budweiser 0.0 launches 'In the Hands of Fans' for ICC T20 2026

Budweiser 0.0 has announced the start of its partnership with the ICC Men’s T20 World Cup 2026 with the launch of a new campaign titled In the Hands of Fans.

The campaign marks the brand’s entry into the global cricket tournament and places cricket fans at the centre of the World Cup experience.

The initiative focuses on how fans shape the atmosphere and identity of cricket culture through their presence, rituals, and shared moments.

From packed stadiums and neighbourhood screenings to living rooms and local hangouts, the campaign reflects the many spaces where cricket is watched and celebrated.

By highlighting these settings, Budweiser 0.0 aims to recognise fans as an essential part of the game rather than just spectators.

• Budweiser 0.0 launches fan-led campaign for ICC T20 World Cup 2026
• In the Hands of Fans puts cricket supporters at the heart of World Cup culture
• Budweiser 0.0 begins ICC partnership with 360-degree fan engagement drive

According to the brand, cricket in India is driven by collective participation across regions, languages, and communities. In the Hands of Fans campaign captures everyday match-day behaviours such as chants, reactions, celebrations, and conversations that define how the sport is experienced. The campaign narrative positions fans as contributors who carry the spirit of the T20 World Cup 2026 beyond the pitch.

The rollout includes a 360-degree marketing campaign designed to run through the tournament cycle. This includes national media deployments, on-ground fan experiences, curated screening events, and collaborations rooted in youth culture and sports culture. Budweiser 0.0 will also introduce limited-edition packaging aligned with the ICC T20 World Cup 2026, along with retail and on-premise activations across key markets.

Digital platforms will play a central role, with content designed to capture real fan moments and encourage participation across formats. The brand plans to work with creators and cultural partners to document how fans engage with the tournament in different ways.

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With this campaign, Budweiser 0.0 strengthens its association with sports marketing while reinforcing its focus on inclusive, alcohol-free celebrations. The partnership with the ICC T20 World Cup 2026 positions the brand within cricket culture by acknowledging the role fans play in shaping the game’s energy and meaning.