Budweiser, the official global partner of the ICC Men's T20 World Cup 2026, has launched a campaign, 'In the Hands of Fans', to showcase its non-alcoholic beverage, Budweiser 0.0.

The campaign centres around an ad film that opens with a voiceover celebrating the hands that shape the game, those that hold the bat and ball, tend the pitch, and lift teams to victory, as crowds roar in the background. It then asks a pointed question: Is there a bigger hand at play? The scene shifts to a bar filled with fans in Indian cricket jerseys, cheering passionately for the team. The voiceover reflects on how, in the hands of fans, the game truly comes alive, creating memories and filling the air with belief. While players bring the skill, it is the fans who bring the energy. The film closes by reminding viewers that although the hand that lifts the trophy may change, the game will always belong to the fans, ending with a group raising their cans and bottles of Budweiser 0.0 in celebration.

What we think about it: Smartly shifts the spotlight from star players to everyday supporters, tapping into the emotional truth that fandom is what gives cricket its real energy and meaning. However, while the storytelling is warm and familiar, it leans on well-worn sports advertising tropes, making the brand’s role feel supportive rather than truly distinctive.

The campaign was released across social media on 19 January.