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Budweiser has been the official beer sponsor of the FIFA World Cup soccer tournament since 1986, and perhaps of any associated event during that period, the forthcoming one in Qatar will likely have been the most complex it has faced.
With the World Cup set to kick off on Nov. 20 and run for a month, Budweiser began its activation with a 100-day countdown in the middle of August. The latest in the campaign features soccer stars, including Lionel Messi, Neymar Jr.