Bangkok, Thailand – Havas Thailand has been appointed by AB InBev as the lead marketing and media partner for the Budweiser 0.0 FIFA World Cup 2026 campaign in Thailand, securing one of the country’s largest sports marketing mandates ahead of the tournament.
The account places Havas Thailand at the centre of Budweiser’s local activation strategy as brands intensify efforts to capture younger Southeast Asian audiences increasingly consuming football through social media clips, creator culture, live watch parties, and mobile-first engagement rather than traditional broadcasts alone.
As part of the appointment, Havas Thailand will oversee integrated media, strategy, and audience engagement for Budweiser 0.0 in the market, combining data-led planning with local cultural positioning.
“We are pleased to partner with Havas Thailand for this important moment for Budweiser 0.0,” said Dominic Kirk, Director, Southeast Asia at AB InBev.
“Thailand is a key and highly strategic market for AB InBev in Southeast Asia, with strong growth potential and a deep connection to global cultural moments such as the FIFA World Cup 2026™,” Kirk explained.
“As one of our most important global platforms, it was essential for us to work with a partner that brings strong local expertise together with advanced media capabilities. Havas demonstrated a clear understanding of how to effectively connect with audiences in Thailand, supported by a highly experienced team and a forward-thinking approach to media, technology, and business growth,” he added.
For Havas Thailand, the win strengthens its position in a regional agency market increasingly shaped by integrated mandates rather than siloed creative or media accounts.
“This partnership marks an important step forward for Havas Thailand as we continue to strengthen our role as a strategic partner to leading global brands,” said Siamrit Wongvichitara, Chief Commercial Officer at Havas Thailand.
“It gives us the opportunity to combine cultural relevance with strategic media thinking, helping Budweiser connect with Thai consumers in a way that is engaging, locally meaningful, and commercially effective ensuring every touchpoint drives both brand growth and measurable business outcomes,” Wongvichitara emphasised.
Budweiser has long maintained a visible presence within FIFA tournaments globally, but the 2026 edition—spanning the United States, Canada, and Mexico—is expected to bring even heavier digital engagement across Asia due to expanded streaming ecosystems and around-the-clock social coverage.
Havas Thailand and Budweiser said the campaign will focus on culturally-driven storytelling and fan engagement tailored to how Thai consumers interact with sport, entertainment, and online communities today.
