(Courtesy GUT Agency-NY)

The FIFA World Cup 2026 kicks off this June, with matches spread across 16 host cities in North America. But no matter where the games are played, Stella Artois—and David Beckham—think the best place to watch them is your neighborhood bar.

And their latest ad makes that case pretty convincingly.

Directed by Andy Fogwill, with creative from GUT Agency, “Celebration,” which just debuted nationally, features Beckham in a packed local bar as fans erupt—presumably after a goal.

It’s a simple setup, but one that captures the communal energy of watching the World Cup exactly where it thrives: shoulder to shoulder with other fans.

Back in 2024, Anheuser-Busch InBev—the brewer behind the nearly century-old Stella Artois—named Beckham its “Official Ambassador” and the new face of the brand. Not a bad get.

Sure, they didn’t manage to bring in his wife, Victoria Beckham (aka Posh Spice), but landing one of the most recognizable soccer players of his generation still counts as a major win. And his partnership with Stella has leaned heavily into themes of shared experiences and genuine connection.

“For every goal scored on the pitch, millions of fans celebrate around the world,” Beckham said. “That shared energy is what makes the World Cup unforgettable—and the most meaningful celebrations are the ones people experience together.”

Beckham, long considered a British cultural icon, has stayed firmly in the spotlight since retiring in 2013 after a 20-year career. These days, he’s not just a global ambassador for soccer—but for beer, too.

During the tournament, Stella Artois plans to turn local bars into “ultimate viewing arenas,” complete with limited-edition gear and themed packaging. The brand is also rolling out #AllRoundsOnBeckham, a social media sweepstakes where fans can win “beer money” throughout the competition. (As always, it’s strictly for the 21+ crowd.) Fans can follow @StellaArtoisUSA for entry details during the tournament.

While Stella Artois may be front and center this year, Anheuser-Busch has been quietly investing in soccer for years. The company has backed both the men’s and women’s national teams in the U.S. and Mexico, playing a steady role in the sport’s growth across North America.

“Stella Artois’ message is simple: moments of great passion deserve to be savored,” said Chris Jones, VP of Marketing for Premium Brands at Anheuser-Busch. “We believe the true roar of the game is in the electric energy of fans celebrating in their local bars. That ritual of watching with friends is a beloved tradition, and this campaign is an open invitation for fans everywhere to elevate their celebrations.”

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And while you’re at it, check out Beckham and Matt Damon in these recent Stella Artois spots. They’re both fun…

David Beckham, Matt Damon & Stella Artois Star In New Super Bowl LIX Beer Ad

David Beckham & Matt Damon Return In New Stella Artois Beer Ad