MATTA AND BUDWEISER INDIA LAUNCH LANDMARK ICC PARTNERSHIP AHEAD OF MEN’S T20 WORLD CUP
MATTA has partnered with AB InBev India to help launch Budweiser’s first-ever association with cricket, marking the brand’s new global partnership with the International Cricket Council (ICC) ahead of the Men’s T20 World Cup in India and Sri Lanka.
The campaign, ‘In the Hands of Fans’, brings together Budweiser’s long-standing heritage in global sport and placing cricket fans at the heart of the brand’s debut moment in the game.
Delivered in collaboration with Budweiser India and DDB Mudra, the work celebrates the emotion, energy and shared rituals that define cricket fandom – from packed stadiums to pubs and living rooms across the country
“Budweiser entering cricket in India is a genuinely significant moment – not just for the brand, but for fans. Our role was to help bring Budweiser’s global sporting heritage into cricket in a way that felt earned, culturally grounded and fan-first.
Working alongside the teams at Budweiser India and DDB Mudra, this campaign is about recognising that the game ultimately belongs to the fans – wherever and however they experience it.”
MANAGING DIRECTOR AT MATTA
“Cricket is woven into the fabric of Indian culture, and with MATTA’s and DDB Mudra’s support, we’ve been able to enter the sport in a way that honours both the game’s legacy and the fans who make it extraordinary. ‘In the Hands of Fans’ isn’t just a campaign but our commitment to celebrating cricket culture at every level, from stadiums to living rooms, recognizing that the real magic happens wherever fans come together.
As we embark on this journey, we’re creating a new blueprint for how brands can authentically connect with India’s most passionate sporting community.”
Vice President - Marketing & Trade Marketing, AB InBev India
