Blessed by Greatness

In football sponsorship, brands usually rely on big influencers, with big followings who cost big budgets. Budweiser took a different approach, enlisting an influencer who influenced football history, Sir Geoff Hurst, the last member of the 1966 World Cup winning squad, to inspire England fans to believe England could bring it home at Euro 2024. Sir Geoff blessed 12 million cans of Budweiser with the winning spirit of ’66, turning our beer into a lucky talisman. Geoff inspired fans in pubs, on screens and at Wembley, getting the nation talking with 1.42 billion earned media. He got fans buying beer with +1.2pp market share and category growth. When England reach the final, Sir Geoff started a national movement petitioning for a bank holiday, with engagement rates 4x the average, and national news coverage. Sir Geoff proved that influencers don’t have to cost a lot to have big influence for brands.