BudX FIFA Fan Festival London


Client: Budweiser

While fans were watching England try to bring it home in Qatar under blue skies and warm temperatures, the reality for fans in London was going to be much different.

The only options available were either watching at home or in the local pub. Budweiser, sponsors of both England FA and FIFA, identified an opportunity to ‘turbo’ charge the experience into an iconic night out and create the only official FIFA watch party in Europe. Budweiser hosted the ultimate FIFA World Cup™ fan viewing experience in the heart of London at a new venue ‘HERE at Outernet’ providing a unique fusion of football and clubbing. They took the proven formula - big screen + people + beer - and elevated it using BUD XXXL energy to create the BUDX FIFA Fan Festival. The state-of-the-art entertainment venue provided an unparalleled viewing experience where England fans watched the game on giant, high-definition LED screens while 4D audio brought the immersive sounds from the stadiums directly into the venue. Alongside the football there were sets from internationally acclaimed DJs including Joel Corry, Jonas Blue, Sigma and Wilkinson, and appearances from ex-England legends including David Seaman and Teddy Sheringham. There was a Budweiser ‘takeover’ of the venue, using set design, print, lighting & digital animation to create an electric atmosphere for fans. The whole experience ensured Budweiser put on an event unlike any other an England fan could have experienced in the UK during the 2022 World Cup.