Yankee Stadium upgrades video displays for new season
New LED displays, manufactured and installed by Daktronics have been installed at Yankee Stadium to vastly increase the sharpness and vibrancy of video displays in the interior bowl. The main centerfield board, along with the large, flanking boards on either side, have been upgraded, along with the entirety of the two ribbon boards that span the facing of the 200 and 300 Levels of the Stadium. Daktronics displays at the stadium now total 22,355 square feet, and fans will be able to enjoy all of the boards in action throughout the upcoming season.
“Throughout the planning and execution of this enormously complicated project, Daktronics has been a wonderful partner,” said New York Yankees Senior Vice President of Stadium Operations Doug Behar. “We are extremely happy with the end result, which features 2-to-3 times better resolution and vibrancy than our previous video boards could provide. These improvements will elevate the Stadium experience for our guests, and we are excited for them to enjoy our video presentation throughout the season.”
“We pride ourselves on elevating the viewing experience at all levels of sports, including the biggest locations in professional sports, and that’s what we’re providing here at Yankee Stadium – an unforgettable game-day experience for all,” said Daktronics Vice President of Live Events Jay Parker. “From the first pitch to the final out, these displays help make every moment matter so fans can feel closer to the action and leave with memories that bring them back again and again.”
Main Centerfield Video Display Details
The main video display in centerfield will remain 59 feet high by 100 feet wide, but will now feature 8-millimeter pixel spacing to deliver higher resolution imagery with wider angle visibility. The display is capable of variable content zoning, allowing multiple active windows – with items such as live video, replays, graphics, animation, statistics and sponsorship messaging – to run simultaneously.
“We’ve worked with the New York Yankees over the years on multiple LED display project upgrades, and we’re proud their organization has trusted us to continue working with them on this latest installation, which includes their new main video display,” added Parker. “Bringing these new displays to the stadium, in conjunction with prior Daktronics installations throughout the venue, will deliver an amazing atmosphere for baseball and Yankees fans.”
Additional Display Details
The two boards which flank the main centerfield board have also been upgraded along with the ribbon displays mounted to the seating fascia along the 200 and 300 Levels of Yankee Stadium. Each of the left-field and right-field flanking boards remain 24 feet high by 59 feet wide but will now feature 8-millimeter pixel spacing to match the improved quality of the main board. The three-foot-high ribbon displays now feature 10-millimeter pixel spacing, and additional paneling has been added to the 200 Level fascia, creating a more encompassing display. The 200 Level ribbon now totals 614 feet in width, and the 300 Level ribbon retains its original 1,060-foot-wide expanse.
These displays can supplement content to the main display or be tied into the overall game-day experience with added graphics, information and messaging.
Spring Training Upgrade
As part of the overall project, the Yankees have also upgraded the main video board at George M. Steinbrenner Field, which is the spring home of the club and the regular season home of the Single-A Tampa Tarpons. The new LED video display is a Daktronics RENEW product, designed to fit the existing metal structure. It contains new, upgraded modules, internal components and control features for enhanced performance, higher resolution and renewed lifespan.
The main video display at George M. Steinbrenner Field will remain the same size and have increased resolution with 10-millimeter pixel spacing, an improvement from the previous 15-millimeter pixel spacing.
Daktronics has grown with the sports industry from the company’s beginnings in 1968. Today, the company has integrated LED super systems in more than 50% of all professional sports facilities in the United States and Canada. For more information on what Daktronics can provide, visit www.daktronics.com/professionalsports.
Daktronics provide LED overhaul of USC facilities
The University of Southern California (USC) has called on Daktronics of Brookings, South Dakota, to manufacture and install 22 LED displays for their athletics venues, including LA Memorial Coliseum, Galen Center, Dedeaux Field and Rawlinson Stadium. Installations were underway in Los Angeles, California, and were ready to entertain Trojans fans in 2025.
“In the new era of college athletics, it has never been more important to engage our fans and provide them with world-class experiences in our venues,” said Charles Griffin Cale Director of Athletics Jen Cohen. “We are thrilled with the opportunities Daktronics video displays provide us to deepen engagement with our fans every time they support the Trojans.”
LA Memorial Coliseum
The largest display is being installed at LA Memorial Coliseum where the USC Trojans play football. In the west end zone, a new 40-foot-high by 150-foot-wide display is being installed. It features a 10-millimeter pixel spacing to deliver excellent image clarity and contrast for fans to enjoy. It totals more than 5 million LEDs, an increase of 238% LEDs from the previous display, and with 5.3 million pixels, that’s 1.5 times the population of LA.
“The increase in resolution of this video display will be a noticeable difference for everyone attending an event inside LA Memorial Coliseum,” said Robin Hall, Daktronics regional sales manager. “We’re excited to be working with our partners in LA and at USC on this project and to be providing multiple displays throughout campus to improve the live event experience for Trojans fans.”
Galen Center
The Galen Center, home of Trojans Basketball, features a new centerhung display system and ribbon displays. The centerhung features four main video displays, each measuring 15 feet high by 31 feet wide, and four corner displays, each measuring 15 feet high by 3 feet wide. All of these displays feature 3.9-millimeter pixel spacing for crisp, clear imagery.
The underbelly of the centerhung system features two displays, each measuring 7.5 feet high by 17 feet wide to cater to fans sitting closer to the action. These both feature a tight 2.5-millimeter pixel spacing.
Adding to the overall experience, a ribbon display circles the seating fascia measuring 2.5 feet high by 549 feet wide and featuring 10-millimeter pixel spacing. Along the side of the court, six scorers tables each measure 2.5 feet high by nearly 10 feet wide and feature 3.9-millimeter pixel spacing. These displays offer the opportunity to highlight sponsors throughout events while also providing additional graphics and statistics.
Outside the Galen Center, two marquee displays were installed at Tilley Tower, each measuring 24 high by 31 wide and featuring 10-millimeter pixel spacing. These displays welcome fans to the arena and help brand the live event experience before the action begins.
Dedeaux Field
For baseball fans, Dedeaux Field features a new video display measuring 25 feet high by 50 feet wide, which is 2.75 times larger than the previous display. It features 10-millimeter pixel spacing and 1.1 million pixels, a significant improvement in resolution from the previous 23-millimeter spacing. This brings Trojan fans all the statistics and game information they expect for baseball to ensure their engagement and entertainment.
Rawlinson Stadium
Soccer fans are welcomed to Rawlinson Stadium with a new 11-foot-high by 20-foot-wide display. It also features a 10-millimeter pixel spacing to ensure the highest quality of game presentation at every event.
Each of the main video displays are capable of variable content zoning, allowing each to show one large image or to be divided into multiple zones of content to meet the needs of each sport and event taking place. Live video, instant replays, sport-specific stats and information, graphics and animations, and sponsorship messages are all at the fingertips of USC’s production team to share with their fans throughout events.
Every venue is receiving Daktronics’ industry-leading Show Control solution for live event productions. It provides a combination of display control software, world-class video processing, data integration and playback hardware that forms a powerful yet user-friendly production solution.
Included with the equipment installation, USC will also receive a digital content package to be produced and delivered by Daktronics Creative Services. This includes content customised for each sport and created to fit their unique display sizes.
UFL to Locate New Team in Oklahoma at New Stadium
The United Football League (UFL) has announced its plans to launch a new team in Oklahoma City beginning with the 2028 spring football season. As a cornerstone of the league’s growth strategy, the yet-to-be named team will bring high-quality professional football and family-friendly entertainment to Oklahoma.
“Oklahoma lives and breathes football, so bringing the UFL to Oklahoma City was an easy decision,” said UFL Co-Owner Mike Repole. “This is a state that shows up, cares deeply, and truly understands the game. From college powerhouses to Friday night lights, football runs deep here. We’re committed to building a franchise in OKC that the entire state can rally behind.”
Central to the UFL’s launch strategy will be the team’s home field: the MAPS 4 Multipurpose Stadium. Currently under development in downtown Oklahoma City, the venue is scheduled to open in early 2028 with a capacity of just over 10,000, offering UFL fans a modern football experience in the heart of the city’s burgeoning sports and entertainment district. The team's name, colors, and branding will be unveiled at a later date with the local OKC community included in the selection process.
“Oklahoma City has long been one of the most glaring vacancies on the professional football map,” said UFL President & CEO Russ Brandon. “The combination of a new stadium, deep-rooted football culture, and a city that has proven its ability to support major league sports makes this an easy decision. We are thrilled to bring the UFL’s brand of high-octane spring football to the passionate fans of Oklahoma.”
“Oklahoma City welcomes the UFL to our championship city!” said Oklahoma City Mayor David Holt. “We love sports and we love football, so we think this should be a great fit. We have always said that the MAPS 4 Multipurpose Stadium opens up new opportunities for our city, and this is a perfect example. We look forward to the UFL’s arrival in 2028!”
The UFL kicked off its third season on Friday, March 27, with eight teams, including the Birmingham Stallions, Columbus Aviators, Dallas Renegades, DC Defenders, Houston Gamblers, Louisville Kings, Orlando Storm, and St. Louis Battlehawks. The league is conducting a 10-week regular season followed by playoffs featuring the four best teams, which will compete to play in the 2026 UFL Championship Game on Saturday, June 13.
A Stadium Fit for Football
Set to open early 2028, the MAPS 4 Multipurpose Stadium will be a state-of-the-art venue featuring modern amenities, premium fan experiences, and the capacity to host a variety of events in addition to a UFL team, including professional soccer, concerts, rodeo, and other sporting and cultural events.
Designed by global stadium architecture firm Populous, the venue will have an initial capacity of 10,000, with the ability to increase, if needed.
The MAPS 4 Multipurpose Stadium will anchor a new multi-use cultural district that will unify downtown OKC from the city center to the Oklahoma River. The development, which will be one of the largest downtown districts created to date, will be within walking distance of the new Continental Coliseum, the Oklahoma City Convention Center, Bricktown, and the 70-acre Scissortail Park.
The stadium will be managed by Echo Investment Capital, an OKC-based multi-strategy investment firm founded by Christian Kanady. Lingo Construction serves as the construction manager. Groundbreaking is set to take place in June.
“We are excited to welcome professional football to Oklahoma City and partner with the United Football League," said Christian Kanady, Founding Partner and CEO of Echo Investment Capital. "With the successful sales of the 1910 Founders Club, OKC has demonstrated its readiness for professional soccer in 2028, and we are eager to embrace professional football as well. By introducing another world-class league to OKC, we aim to activate our stadium as the busiest outdoor venue in the country. This initiative will provide a great experience for downtown and for families throughout our community.”
Parramatta Eels Score a Win with VITEC IPTV system
The Parramatta Eels, one of Australia’s premier rugby league clubs, recently opened its new multi-million-dollar Centre of Excellence (COE). Designed to be a hub for the club and the wider Western Sydney community, this cutting-edge facility – the largest of its kind in the world – was funded by a partnership between the New South Wales government, Australian government, and the Hills Shire Council. The complex features five full-sized rugby league fields and is Australia's first gender-equal elite training facility.
While the new campus provides a world-class physical infrastructure, the Eels realized that to fully leverage the new facilities to enhance fan engagement, the club required a robust, intuitive, and centralized digital content delivery system.
Challenge
The Eels needed a system that had the flexibility to create and deploy dynamic content seamlessly across the main stadium and the connected facilities. The solution would need to deliver a first-class spectator viewing experience, while also empowering management and staff via intuitive tools for efficient content management, especially during live events.
Awarded through a competitive tender, the Ci Group, a Melbourne-based systems integrator, designed and installed a tailored AV solution at the COE to fully meet the demands of this elite sporting environment. The solution features LG displays, QSC audio and a VITEC IPTV & Digital Signage platform. The result is an AV system that not only supports the Eels’ daily high-performance training but also enhances the experience for fans and wider community users.
Solution
The Ci team implemented a comprehensive VITEC IPTV & Digital Signage platform. The VITEC solution creates a seamless and dynamic flow of content, beginning with the various sources. Live terrestrial and satellite broadcasts, as well as local feeds from press conferences and other events, are captured by VITEC IP gateways. Once captured, streams are encoded into high-quality IP streams and sent over the stadium's network. For the main game broadcast, a VITEC MGW Ace encoder ensures ultra-low latency, so fans see the action as it happens.
At the heart of the operation is the VITEC AvediaServer, which acts as the central management platform, controlling content displayed on screens throughout the facility in areas such as the community gym, football lounge, and office spaces. From a single user interface, operators can effortlessly control all the content, from TV channels to digital signage. This content is then distributed to the various displays via VITEC media players. Each media player receives its designated stream, decodes it, and delivers a high-quality, low latency viewing experience on the connected displays, ensuring every fan and visitor is always engaged and informed.
A key feature of the system is its ease of use, enabling staff to utilize tablet-controlled presets to efficiently manage and switch between digital signage and live TV content in real-time. This intuitive control provides the Eels staff with the ability to respond instantly to the evolving needs of spectators, audiences and others as required.
Result
This comprehensive system allows the Eels to easily manage all their digital screens from a central point, no matter where they are located. Staff can now switch between live TV and custom-made digital signage with simple, tablet-based controls. This gives the club complete flexibility to show live game highlights in one area, display player stats on another, and run promotional messages on a third, all while ensuring a consistent and engaging experience for everyone in the facility.
Since the installation of the VITEC system, the Parramatta Eels have experienced significant improvements in both fan engagement and internal communication. The team can now create a wide variety of new and dynamic content, which was previously impossible. During a recent fan day event, the Eels leveraged the system to display a dynamic storyboard on a large LED screen at the entrance, allowing fans to take photos that were instantly showcased. The event passed without incident, demonstrating the solution's reliability.
By leveraging the variety of signage options available, the Eels can effectively engage their staff, players, guests, and partners during numerous events held at their facilities, thereby maximizing their overall engagement. The solution's benefits extend across both the whole complex and ensure a consistent and high-quality content experience throughout the entire campus.
Stadium Support Services link up with Kia Oval
Surrey County Cricket Club have welcomed Stadium Support Services as the Official Projects Partner at the Kia Oval, formalising a long-standing relationship built over more than a decade of working together.
Stadium Support Services has previously delivered a variety of projects across the Kia Oval, including steelwork painting, toilet refurbishments, installation of anti-slip stair treads, pest proofing and specialist cleaning. This breadth of experience gives us a strong foundation for the partnership and a clear understanding of the operational demands of a live stadium environment.
Stadium Support Services will support the Club with both reactive maintenance and project works at the Kia Oval, helping to maintain and enhance standards for players, staff and supporters throughout the season.
Scott Hudson, Managing Director at Stadium Support Services, said: “Having worked with the team at the Kia Oval for the past 10 years on an ad hoc basis, we are really pleased to formalise the partnership. We know the venue well and understand the standards expected. This next step allows us to work more closely with the club to maintain and enhance the experience for everyone who visits.”
Joseph Noble, Commercial Director at Stadium Support Services, added: “As a business that has predominantly operated across football, this partnership represents an exciting step into cricket at the highest level. The Kia Oval is an iconic venue, and we are looking forward to supporting the club with the same level of expertise, responsiveness and quality that we deliver across our wider portfolio.”
This appointment further strengthens Stadium Support Services’ growing portfolio of partnerships across major UK sporting venues, reinforcing its position as a trusted delivery partner within live stadium environments.
Jessica Stapleton, Director of Operations at Surrey County Cricket Club, added: “Stadium Support Services bring a proven track record of delivering facilities management solutions across major sporting venues. Their understanding of the unique demands of a live stadium environment has been evident in the work they have delivered at the Kia Oval, and we’re delighted to formalise this partnership as we look to build on that success.”
Emirates Arena changes name to Glasgow International Arena
Emirates Arena is being renamed Glasgow International Arena, with work now underway to transform the venue’s external look and enhance how it connects with the city.
New signage will be installed, alongside two large outdoor screens, which will highlight the variety of different things on offer at the arena, including upcoming events. They will also share wider city messaging and open up commercial opportunities.
The change follows the end of the previous naming rights agreement and reflects the venue’s growing role as a home for world-class sport, live events and music.
Since opening in 2012, the arena has played a key role in strengthening Glasgow’s reputation as Scotland’s sporting capital. This next phase, as the Glasgow International Arena and Sir Chris Hoy Velodrome, builds on that legacy, while evolving to meet the needs of audiences, athletes and performers alike.
With the return of the Glasgow 2026 Commonwealth Games this summer, the timing marks an important moment to present a stronger identity to visitors from across Scotland and beyond.
Manchester United announce stadium enhancements with Levy
Manchester United have announced plans to introduce a series of stadium enhancements ahead of the 2026/27 season, designed to deliver a faster food and beverage service, more choice, and an improved experience for every supporter visiting Old Trafford.
The upgrades are based on feedback from supporters and form part of the club's ongoing commitment to modernise the stadium to ensure matchdays continue to meet the expectations of fans.
A multi-year agreement with Levy, global leaders in sports and entertainment hospitality, will bring improvements designed to make service quicker, easier and more seamless for fans.
From the start of the 2026/27 season, supporters will see:
Faster, seamless service
- New draught-beer taps across all areas of Old Trafford.
- More self‑service bars, reducing queues and improving flow.
- Frictionless kiosks, enabling fans to tap, grab and go, without delays.
More flexibility and better information for fans
- New digital signage that enables the menus to be changed depending on kick-off times and types of events and fixtures, providing more flexibility and better information on offers available.
More choice and local flavour
- A wider range of food and drink, including a selection of street food from independent Manchester vendors at kiosks outside the stadium and in the Red Cafe.
Omar Berrada, CEO, Manchester United, said: “Improving matchdays at Old Trafford is an essential part of our strategy for Manchester United. Old Trafford holds a unique place in world football and, whilst we have plans for a new stadium in the long term, we have a responsibility to ensure we’re continuing to invest in our facilities and services in the short term. The changes we are introducing will bring greater choice and better service for supporters across the stadium.”
Miami Dolphins unify security operations with Verkada
Hard Rock Stadium in Miami Gardens, Florida is home to the NFL’s Miami Dolphins — and a year-round destination for major events. Beyond football, the broader campus supports large-scale operations throughout the year, including international events and a race circuit that runs around the stadium complex.
Operationally, the environment changes day to day. On weekdays, the stadium may seem quiet on the outside, but inside the venue is bustling with employees preparing for the next major event. On game days, the stadium surges with activity; that’s when the Security Operations Center (SOC) must expand to include internal teams alongside public safety agencies.
As security threats rise for major venues across professional sports, the Dolphins have continued to stay ahead of the curve by embracing new technologies to help provide a safe environment for all guests.
“Our top priority is to protect our fans and employees — and that starts with the right infrastructure in place,” said Sameer Istafa, CTO.
Challenge
The team wasn’t just looking to add devices — they needed a security platform that could match the pace and complexity of a major venue:
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Cut through “AI claims” in the market: Many solutions promised “full AI from start to finish,” but in testing still required third-party integrations and add-ons. The team wanted a truly all-in-one platform that delivered in real operating conditions.
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Infrastructure modernisation and reliability: The legacy environment depended on on-prem servers and siloed systems; if servers went down, access to cameras could be impacted. The organization needed a modern platform built for scale and continuity.
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Connected workflows across teams: Video, access, intercom, and guest activity all need to work together.
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Fast visibility under pressure: Operators need to move quickly without bouncing between tools, screens, or handoffs.
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Event-day collaboration at scale: During major events, different groups may need fast, controlled access to specific views — without administrative drag, shared credentials, or unclear accountability.
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Proactive coverage for a large site: With major events drawing up to 65,000 spectators, the team needed proactive workflows that surface the moments that matter.
Solution
The Miami Dolphins and Hard Rock Stadium team is standardizing on Verkada to bring core security workflows into a single, cloud-managed platform — uniting video security, access control, guest management, intercom, alarms, and AI-powered alerting.
Hard Rock Stadium worked with trusted Verkada partner Castaway Technology and Security (CTS) to support deployment and implementation across the campus. With experience in large, complex venues, CTS helped bring the unified platform to life — ensuring the system could scale for everyday operations and major event days.
“The biggest thing is bringing cameras and access control into one unified platform,” said Craig Bruce, Co-Founder at CTS.
How they validated the platform
Sameer Istafa, Chief Technology Officer (CTO) of the Miami Dolphins and Hard Rock Stadium, conducted a diligence process that included conversations with peer organizations, time with Verkada’s leadership and technical teams at Verkada headquarters through the Executive Briefing Program, and feedback from customers at VerkadaOne. Together, those proof points reinforced confidence in standardizing on the platform.
One platform for faster decisions
With systems consolidated into one interface, operators can move from “Where is the footage?” to “What do we do next?” faster — especially when multiple teams are involved.
Instead of switching between disconnected tools, teams can investigate, coordinate, and respond from a shared operational view — improving speed and consistency across day-to-day operations and high-pressure event environments.
“A lot of systems claim ‘full AI,’ but when you test them, you still have to bolt on third parties. With Verkada, it’s truly all-in-on," added Sameer Istafa, CTO.
Proactive alerting that acts as a force multiplier
Instead of constant manual monitoring, the SOC can configure workflows that surface the moments that matter — perimeter alerts (like fence-jumping) and proactive detection (like fighting) — so staff can dispatch rovers and respond before incidents escalate.
These alerts are centrally managed in Operator View, where each alert generates a ticket with footage, location, and event details for faster triage and consistent follow-through.
Faster investigations with AI-powered Unified Timeline
In environments where incidents can span multiple cameras and locations — and where reports may arrive late — AI-Powered Unified Timeline helps teams reconstruct movement across views quickly, compressing the search window and reducing time spent jumping between feeds.
Event-day collaboration with temporary access and auditability
During major events, the SOC can include internal staff plus external stakeholders (including law enforcement and other public safety agencies) who need limited access to specific cameras or zones. On major event days, the SOC can expand significantly — with multiple teams working in parallel.
With Verkada, the team can:
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Grant temporary access to external teams for a defined window of time
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Scope permissions to the right locations/cameras
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Revoke access afterward — while maintaining accountability through an audit trail of who accessed what and when
This enables fast collaboration when the SOC expands — without shared logins, long-term access sprawl, or bottlenecks that slow response.
Rolling out at venue scale with Command Connector
To evaluate Verkada at a realistic scale — and support a smoother transition — the team used Verkada’s Command Connector during the trial and deployment period to bring legacy camera feeds into Command.
This allowed stakeholders to view and manage both legacy and new cameras in a single interface, start using Command earlier, and maintain continuity while the venue migrated toward one standardized system — without needing to replace every camera at once. By bringing legacy feeds into Command, the team could also apply select analytics and investigation tools to supported cameras, helping accelerate investigations during the transition period.
Operations across stadium grounds
The deployment supports diverse environments across the complex, including perimeter coverage, parking lots and roadways, stadium interiors — plus adjacent venues and event footprints.
ROI and measurable outcomes
Securing CEO and CFO buy-in required a clear business case: compare the ongoing cost of maintaining the existing on-prem system versus consolidating into an all-in-one cloud platform.
By moving off legacy on-prem server infrastructure to a cloud-managed platform, the team expects to save millions in server refresh costs — with the added benefit of new features and enhancements delivered over the air through automatic software and firmware upgrades.
Real-world impact
As deployment expands and capabilities deepen, the Miami Dolphins team is building a foundation for consistent security operations across everyday activity and major events — improving speed, visibility, and coordination without adding complexity.
At the core of the transformation: a unified platform that supports faster investigations, proactive alerting, and event-day collaboration — designed for what major venues need to operate effectively.
In sports and entertainment, no two days are the same. Hard Rock Stadium swings from calm weekdays to high-pressure event days where the SOC expands and decisions need to happen fast. By unifying core security workflows in one platform with Verkada, the Dolphins organisation has improved the visibility, coordination, and reliability needed to protect fans and staff across a uniquely complex venue.
Budweiser celebrate 40 years as World Cup partner
Budweiser is celebrating 40 years as the Official Beer Sponsor of the FIFA World Cup™ with the launch of the largest limited-edition collectible pack ever – the Budweiser® FIFA World Cup™ Anniversary Pack* – bringing to life 11 bold design tributes to every tournament since 1986, and the centerpiece of a new nostalgia driven global platform.
Throughout history, Budweiser has played an important role in some of football’s most unforgettable celebrations, from last-minute goals to trophy lifts seen around the world. These moments of “Budstalgia” [Budweiser + nostalgia] are the inspiration for the brand’s newest platform, brought to life through a new collectible design, a global film titled “The Big Drop,” distinctive out-of-home creative, and an era-inspired digital hub.
“For 40 years, Budweiser has been part of the moments that bring fans together – on the pitch, in the stands, and everywhere the game is watched by consumers of legal drinking age,” said Richard Oppy, Global President, Premium Company at AB InBev. “With this global platform, we are celebrating that shared history in a way that feels as relevant today as it did in 1986 – connecting generations of fans through the passion, energy, and rituals that make the FIFA World Cup so special, while building excitement for what’s still to come.”
Budweiser Unveils Limited-Edition Collectible Pack
To kick off the football celebration, Budweiser is launching its most ambitious collectible pack to date: the Budweiser® FIFA World Cup™ Anniversary Pack* – a curated set of 11 aluminum bottles and cans honoring the past 10 World Cups and the upcoming 2026 tournament. Starting with Mexico 1986 and ending with FIFA World Cup™ 2026, each design draws from the visual identity and cultural elements of past tournaments, unlocking some of the game’s most memorable moments for fans around the world.
More than a collector’s item, each bottle features a QR code that unlocks exclusive digital content tied to its era – connecting fans to their favorite teams of the past along with immersive experiences, and thousands of prizes that vary by location. Designed in partnership with branding agency JKR, the limited-edition pack will roll out in key non-US markets, including Brazil, China, and select European countries, beginning this month.
“The Big Drop” Brings 40 Years of Big Football Memories to Life
To amplify the occasion, Budweiser is debuting a new global hero film, “The Big Drop,” set to the emblematic anthem You’ll Never Walk Alone. The film, developed in partnership with creative agency Africa, follows larger-than-life Budweiser bottles as they journey across landscapes and continents – passing through mountains, deserts, and grasslands – before arriving at the stadiums that have hosted the FIFA World Cup™ over the past four decades.
Reimagined as oversized ice buckets, these legendary venues become the stage for the next chapter of celebration – bringing the limited-edition Budweiser bottles to life in a new way through stunning visual effects. The film will roll out globally across digital and social channels.
“Proudly on the Pitch” Celebrates Budweiser’s Football Legacy
Since 1986, Budweiser and its pitch-side billboards have been the backdrop for some of the most notable FIFA World Cup™ moments. Now, the brand is bringing that legacy to the forefront with “Proudly on the Pitch,” a global out-of-home campaign built from iconic archival FIFA imagery.
The series features numerous images from past tournaments, seamlessly stitching together the evolution of Budweiser’s unmistakable red logo while highlighting the brand’s consistent presence in football culture. Rolling out across multiple continents, the campaign invites fans to rediscover the moments that defined generations of the game.
Fans of legal drinking age can visit www.budstalgia.com to explore the Budweiser® FIFA World Cup™ Anniversary Pack* and relive four decades of football through exclusive content and experiences.