FIFA World Cup 2026 matches inspire Stella Artois’ $100k campaign

As FIFA World Cup 2026 matches take over weekday schedules, Stella Artois is offering fans a new way to balance work and soccer, anheuser-busch reports.

The beer brand announced its “Work From Bar” campaign, a promotion aimed at fans who want to watch matches during the workday. With many FIFA World Cup games scheduled between 9 a.m. and 5 p.m. in U.S. time zones, Stella Artois is putting $100,000 toward reimbursing eligible purchases.

Stella Artois reallocating $100K of its World Cup “marketing budget” toward expensing NYC based fans’ matchday orders and giving them permission to skip WFH and instead “Work From Bar”

Weekday matches falling during U.S. working hours, fans 21+ who purchase a Stella… pic.twitter.com/AsswypED59

— Yahoo Sports (@YahooSports) June 2, 2026

Stella Artois Launches ‘Work From Bar’

Fans 21 and older can visit a local bar or pub during weekday FIFA World Cup matches, purchase a Stella Artois or Stella Artois 0.0, and submit their receipt online as an expense report for reimbursement.

Chris Jones, Vice President of Marketing for Premium Brands at Anheuser-Busch, said the campaign is built around bringing fans together during one of the world’s biggest sporting events.

“The best moments of the tournament happen in the stadiums outside the stadiums, where the real energy of the game lives,” Jones said.

The company also plans to open a Work From Bar headquarters at Brookfield Place in Manhattan during the knockout rounds beginning June 28. The space will feature televisions, power outlets and a conference room that fans can reserve.

Stella Artois says the initiative encourages supporters to trade office desks for bar stools and enjoy the FIFA World Cup alongside fellow fans throughout the tournament.

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