Bud Light’s World Cup campaign woos Latinos

During the World Cup, Bud Light will donate to the Hispanic Scholarship Fund for each goal scored, up to $250,000. Though Budweiser is the official Beer of the World Cup, 2014 is the first year that Bud Light has been a partner of the month-long event.



"Integrating our sponsorship with education is at the core of our company values,” Bud Light Brand Manager Miguel Nigrinis said. “It's a winning recipe for Latinos that aspire to hold a university degree.”



In addition to the scholarship money, Bud Light is continuing its marketing campaign surrounding the World Cup, #UpForWhatever and its Spanish counterpart, #ParaLoQueVenga. As part of the campaign, consumers can win a VIP watch party in Las Vegas for the World Cup finals by texting “BudLight” to 23377.

The sweepstakes is designed to bring spectators “closer to the action and their favorite team,” according to Nigrinis.