Budweiser steps up FIFA World Cup ‘Rise as One’ campaign with Fox partnership

Budweiser, the official beer sponsor of the 2014 FIFA World Cup, today (5 March) unveiled an all new partnership with Fox Sports for a six-part documentary series as part of its Rise as One campaign.

Developed in collaboration with Fox Sports, the 30-minute episodes aim to “celebrate humanity and perseverance” through some of the most “powerful and uplifting stories rooted in world football”.

The series, which was produced and directed by Scott Boggins and Gabriel Spitzer, includes a look at the World War I Christmas Day football game and how the French Men’s national team used the 1998 World Cup to help heal racial splits.

The first episode will premiere on 25 March in the US, with the films globally distributed in 55 countries. A UK broadcaster is yet to be announced.

The partnership comes after Budweiser last month launched its Rise as One campaign in a push to be recognised as an international brand.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.