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The fun, entertaining and joyful atmosphere of the FIFA Fan Festival in Doha’s Al Bidda Park will now be felt around the world as FIFA today announced that six global destinations would host satellite events during the 2022 FIFA World Cup – Qatar.
Budweiser will therefore be the first Commercial Affiliate in FIFA World Cup history to host International FIFA Fan Festival events, together with sister brands Corona and Brahma, in six cities across the globe: London, Mexico City, Rio de Janeiro, São Paulo, Seoul, and Dubai. Budweiser, Corona and Brahma, as well as non-alcoholic beverages, will be the featured brands for the festivals.
The satellite events will complement the main FIFA Fan Festival in Doha’s Al Bidda Park, a newly reimagined experience that will create a go-to destination for all fans on-site in Qatar and will offer an electric experience of football, music, food and culture.
All International FIFA Fan Festival events will offer live match broadcasts from the FIFA World Cup in Qatar as well as various entertainment-driven activities, including performances by popular international DJs, local musicians and artists as well as appearances by FIFA Legends. Selected events will boast 4D immersive audio that will bring the sounds from the matches in Qatar to local events.
The International FIFA Fan Festival venues will be connected with the mothership event in Qatar through on-site FIFA World Cup branding, exclusive content from the host country and unified storytelling on FIFA digital channels, in particular FIFA+, which will serve as a digital content hub for fans to watch, experience and interact with others around the world.
International FIFA Fan Festival events will be open on selected dates and times throughout the tournament, starting on 20 November. The individual event concepts range in size, with pop-up activations as well as flagship events with a capacity of 10,000+ visitors. All International FIFA Fan Festival events led by Budweiser and Brahma will only be open to consumers of legal drinking age, with general admission and VIP access available either free of charge or for a fee, depending on the market.
“The FIFA Fan Festival was designed to bring fans together beyond the stadiums to experience the best of football, music, culture and lifestyle,” said FIFA Chief Business Officer Romy Gai. “We’re honoured to collaborate with Budweiser, Corona and Brahma to take the FIFA Fan Festival concept that will live in Doha and reverberate it around these high-energy global events – taking the buzzing atmosphere of the FIFA World Cup to the doorsteps of fans worldwide.”
“With billions of football fans watching the World Cup, we’re thrilled to partner with FIFA to create the first-ever International FIFA Fan Festival, which is the ultimate fan experience – from a next-generation audio and visual experience to celebrating local music and culture – all with Budweiser, Corona and Brahma,” said Todd Allen, Global Vice President of Marketing, Budweiser at AB InBev.
