David Beckham is bringing his signature style to the 2026 FIFA World Cup, and this time it involves buying you a drink. The global soccer icon and fashion legend has teamed up with Stella Artois for a major promotional campaign that will see them giving away rounds of beer to fans throughout the tournament.
The initiative, dubbed the #AllRoundsOnBeckham sweepstakes, will run during every stage of the World Cup, which kicks off in Mexico City on June 11 and culminates with the final at New Jersey's MetLife Stadium on July 19. To enter, fans simply need to follow Stella Artois USA on social media platforms like Instagram, Facebook, and X for details on how to win.
For Beckham, the partnership is a perfect match. "Soccer has this incredible way of uniting fans – whether you’re in a packed stadium or down your local pub with friends – and that shared experience is really special," he said. "Partnering with Stella Artois felt like a natural fit because they’ve always celebrated those moments of connection."
As a major tournament sponsor, Stella Artois is going all-in for the 2026 World Cup. The brand is launching special-edition FIFA World Cup 2026 packaging and a new television commercial starring Beckham himself, titled "Celebration." The ad focuses on the communal joy of watching the beautiful game. "By bringing together the ritual of lifting a Stella chalice with the excitement of celebrating a goal, we’re establishing Stella’s place in one of the biggest cultural occasions of the year," said Chris Jones, VP of marketing for Anheuser-Busch's premium brands.
With the United States set to host 78 matches across 11 cities, the 2026 tournament promises to be a historic spectacle for North American soccer. Beckham's involvement adds a layer of star power and nostalgia, reminding fans of the sport's power to build community. "We're tapping into that energy you find in bars and pubs where everyone is watching together and sharing every moment," Beckham noted, perfectly capturing the atmosphere every fan hopes to experience.