Bud Light supports football sponsorship with wearable boxes

The campaign is running across 12 and 20-packs of Bud Light300ml bottles, featuring images of Jordan Pickford, Kyle Walker and Kieran Trippier, and a limited edition can design.

The packs also feature a scan to win mechanic offering shoppers the chance to instantly win prizes including LG 4K TVs, free beer and official merch, plus a range of “gift with purchase” POS tools and other incentives for retailers.

The brand said the boxes have been designed to “bring some fun and lightness to international football this summer”, as consumers can wear the empty boxes on their heads to support their team during the tournament.

Bud Light said tournament sponsor brands offer retailers a significant growth opportunity, with 55% of consumers more likely to buy “official sponsor” brands over their usual beer choices.