AB InBev Travel Retail has completed its largest cruise activation to date after bringing FIFA World Cup 2026 experiences to passengers across four major cruise lines during the tournament. Michelob Ultra, the Official Beer Sponsor of the FIFA World Cup 2026 in the US, led activations on US itineraries, while Budweiser spearheaded the programme across European sailings, building on AB InBev‘s nearly four-decade partnership with FIFA. Guests watched live matches in sports bars and lounges transformed into FIFA World Cup viewing destinations, with tournament branding designed to recreate the atmosphere of a football stadium at sea. Michelob Ultra further engaged travellers through can engraving stations, where guests could personalise limited-edition FIFA World Cup 2026 cans as souvenirs from both the tournament and their cruise. Passengers also had the opportunity to participate in a scratch-card sweepstake, with prizes including exclusive FIFA World Cup-branded merchandise such as scarves, hoodies and other collectibles.