With the FIFA World Cup 2026 set to take place in the US, Canada, and Mexico, beer companies are making significant investments to capitalize on the event. Anheuser-Busch InBev, the largest brewer worldwide, is committing over $110 million to sponsorships and advertising, focusing on bars as key venues for viewing parties. Despite the excitement, the outlook for beer sales remains uncertain due to factors such as high ticket prices and travel costs, which may deter attendance. Beer consumption in the US has declined by 17% over the past decade, with younger consumers shifting towards alternatives like cannabis and hard seltzers. The World Cup, however, is expected to draw a massive global audience of six billion, which could lead to increased sales in host cities, particularly in Mexico, where beer consumption has surged by 48% in the past decade. Additionally, Molson Coors plans to increase its advertising budget by 60% for its top brands during the tournament, indicating a strong push to engage consumers.