Why Budweiser has created its biggest ever experience for the World Cup

Budweiser, the Anheuser-Busch InBev beer brand, is putting fans at the heart of its marketing around the Fifa World Cup.

The brand, which is one of the main sponsors for the tournament, launched its "Bud boat" created by Octagon yesterday. The boat will cruise the Thames and show key games across 17 screens.

Sascha Cordes, senior brand manager at Budweiser UK, explained that the activation is about "celebrating the euphoria around the World Cup".

He added: "This is definitely the biggest experiential one that we have ever set up when it comes to supporting our Fifa and World Cup events.

"This is where we can fully immerse with the consumer and we can bring to life what it really means to be the sponsor, to watch the games and enhance the experience of the viewer – everything above and beyond."