In collaboration with the global AB InBev team, we have presented an outstanding project as a part of the 2018 FIFA World Cup sponsorship.
SUN InBev Russia
Moskva River
June 1 – July 16, 2018
more than 6,000 people
beaworld 2018
The International Festival of
Events and Live Communication
First place
Best B2C Event (> €500,000)
beaworld 2018
The International Festival of
Events and Live Communication
Third place
Live Entertainment
Annual National
of the Special Events Industry, 2019
Finalist (Top 3)

Client event of the year
Best Experience
Marketing Awards
Third place

Best brand activation
For more than 30 years, BUD has been the official sponsor of the FIFA World Cup, which unites millions of people around the world. As part of the 2018 FIFA World Cup held this summer, BUD decided to show how a tournament of such a scale can become a universal celebration and give unforgettable emotions and impressions. The unique activations and events of the brand in the very heart of the Tournament – Moscow – allowed to convey the energy of the main tournament and organize a real celebration for the fans. 

The world premiere of the 2018 FIFA World Cup was the two-deck ship BUD Boat with bars, a gastronomic area, a giant screen for viewing World Cup matches, as well as a hot tub with a bar, and even a helipad! BUD Boat has become the center of attraction for football fans, residents and guests of the capital.

Only the №1 brand can afford to launch a full-fledged ship with a real helicopter on board.
As part of the 2018 FIFA World Cup, BUD decided to immerse fans in the unique atmosphere of a big sports event, while demonstrating the close connection between beer and football. The key activation of the brand was the unique BUD Boat ship.

Loud parties under bright spotlights and a unique barge concept that simultaneously combines premium decor elements and urban style gave football fans a truly unforgettable summer experience.
On the decks of the BUD Boat there was a bar, a gastronomic area and a giant screen for viewing World Cup matches. In the spotlight – a helipad and a Jacuzzi with a bar on board. The fantastic view over the historical center of the Russian capital contributed to the unique holiday atmosphere, and the captain of each party – a DJ – created the right mood for the brightest dance marathons of the season.

The BUD Boat made more than 24 navigations during the tournament from Moscow City to Bersenevskaya Embankment and took about 6,000 guests on board. In addition to standard navigations, special events were organized on the BUD Boat – parties with journalists, bloggers, celebrities, organized jointly with GQ, Men's Health and Mixmag.

In addition, the #1 radio station in Russia, Europa Plus, held a special Brigade U morning broadcast on board the BUD Boat. Following the tournament, more than 440 references of the BUD Boat were published in various media (lifestyle, sports, socio-political).

More than 6,000 fans visited the BUD Boat during the 2018 FIFA World Cup.
GQ’a friends had to postpone their matter in order to catch the departure of the Bud Boat from the pier. Everyone gathered to support our national team together during the Russia–Uruguay football match.

The atmosphere on the ship was like that on the stadium – everyone, without exception, was focused on the match. After the first half, GQ Editor-in-Chief Igor Garanin and AB InBev Efes Marketing Director Konstantin Tamirov thanked the guests for putting off work for one evening for the sake of football.

Despite the results of the match, everyone was happy with the event and took Insta-stories of Moscow from the deck of the Bud Boat.
— GQ Russia


Get warmed up for the World Cup final and see the sights with this awesome set from the legend that is Paul Oakenfold on the #buboat in Moscow.
— mixmag.net

Management Team:
AB InBev Efes;
LYRA Design&Event;
Octagon Moscow;
Promo Age;
Event management — LYRA Design& Event:
Elena Plakhtienko — General Director;
Oleg Tsybulko — Executive Director;
Darya Mikhaylova — Account Manager;
Ilya Kazantsev — Technical Director;
Anastasia Anikina — Event Manager;
Aleksander Yudin — Brand Manager;

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