This week Budweiser unveiled its biggest ever global campaign ahead of the 2018 World Cup in Russia. The new #LightUpTheWorldCup campaign aims to inspire, engage and energise the 3.2 billion football fans tuning into the biggest sporting event in the world this summer.

Budweiser have been the official beer sponsor of the World Cup for 32 years and will launch the Light Up The World Cup campaign in more than 50 countries, making it the company’s biggest ever global activation.

The campaign features drones delivering Budweiser bottles from the brewery in Missouri to football fans across the globe. From Shanghai to Rio de Janerio, ending in the Luzhniki Stadium in Moscow where the final will be played on July 15th.

Featured in the video are Budweiser’s ‘Red Light Cups’, which include a microphone and LED lighting. The microphone picks up changes in decibels and will light up accordingly, so if a goal is scored a sea of red lights will be seen in the stands. More than eight million cups will be offered inside football stadiums in Russia, at viewings events and in bars around the world.