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.
Tom Allwood, Managing Director at MATTA, said: “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.”
Vineet Sharma, Vice President – Marketing & Trade Marketing, AB InBev India, said: “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.”
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You can watch the campaign below:
About Matta
MATTA is a multi-award winning, independent, specialist sports creative agency based in London and working globally. MATTA was founded in 2015 and builds strategies, designs brands, hatches big ideas, creates advertising campaigns, and produces compelling content. It has an in-house studio for design, video and edit.
MATTA believes that sport, fitness, and well-being matter – they improve people’s lives and make the world a better place – it’s the inspiration behind all that it does. Its clients are some of the most recognised and premier global brands in sport and fitness: The ICC, The FA, The ECB, The RFU, UEFA, The ATP Tour, England Football, Emporio Armani EA7, Tottenham Hotspur, Manchester United, World Volleyball, England Netball, Silverstone, Club Wembley, Movember and World Rugby.
