DALLAS, June 12, 2026 – As North Texas prepares to host the FIFA World Cup 2026™, Ben E. Keith Beverages and Anheuser-Busch are powering the fan experience across the region, supporting a dynamic lineup of official and community events designed to bring fans together and celebrate the world’s most popular sport. The metroplex serves as the premier fan destination, and multiple venues will transform into free, high-energy gathering spaces where supporters can connect, celebrate, and experience every moment June 11–July 19.
Throughout the tournament, activations featuring Michelob ULTRA, the Official Beer Sponsor of the FIFA World Cup 2026™, NÜTRL, the official hard seltzer of FIFA World Cup 2026™ will bring refreshing, easy-drinking options to fans of legal drinking age, perfectly complementing the energy of matchday.
A Region-Wide Celebration Fans can experience the action at multiple high-profile locations across North Texas, including:
- FIFA Fan Festival™, Fair Park, Dallas – The official FIFA World Cup 2026™ fan destination at Dallas Fair Park. A world-class soccer celebration where up to 35,000 fans per day are expected to gather for live match broadcasts, concerts, and interactive experiences from sponsors like Michelob ULTRA and NÜTRL. It is free and open to all during match days excluding rest days (July 8, 12, 13, 16, 17)
- Halperin Park, Dallas – As a Dallas Host Committee official watch party destination, Halperin Park will host six free USA and Mexico Group Stage match screenings at Dallas's newest bridge park, creating a welcoming community gathering space in the heart of the city's Southside.
- Klyde Warren Park, Dallas – Free global events will be held for every match (excluding July 4th) on a giant outdoor LED screen from June 11–July 19, drawing fans to the city's iconic 5.4-acre gathering space.
- Fort Worth Stockyards – The Fort Worth Stockyards will come alive with Michelob ULTRA Fan Zones and Soccer Shootout activations throughout the tournament, giving fans a uniquely Texas backdrop for FIFA World Cup™ celebrations.
To further connect fans across the region, Michelob ULTRA and NÜTRL-branded shuttle buses will operate throughout the tournament, linking key destinations, including downtown Dallas, the FIFA Fan Festival™, the Stockyards, and Dallas Stadium.
“FIFA World Cup 2026™ is a once-in-a-generation moment for North Texas, and we are proud to play a role in bringing fans together across so many incredible venues,” said Rita Hemkens, On-Premise Sales Manager. “From neighborhood parks to large-scale fan festivals, our teams are committed to delivering the products and experiences that help make every matchday memorable.”
From downtown Dallas to the Fort Worth Stockyards, Ben E. Keith Beverages and Anheuser-Busch are committed to making the FIFA World Cup 2026™ a celebration every North Texas fan can be part of, no ticket required.
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ABOUT BEN E. KEITH BEVERAGES
Ben E. Keith Company, established in 1906, began selling Anheuser-Busch products in 1928. Today, Ben E. Keith Company’s Beverage Division is one of the largest independent beer wholesalers in the country. With fourteen Sales & Distribution Centers the company operates throughout the state of Texas and distributes American beers, import beers, craft beers, seltzers, spirits, wine products, and nonalcoholic beverages. For more information, please visit www.benekeith.com. Follow us on Facebook @benekeith and on Instagram @benekeithbevs.
ABOUT ANHEUSER-BUSCH
At Anheuser-Busch, our purpose is to create a future with more cheers. For more than 165 years as a leading American manufacturer, we have delivered a legacy of brewing great-tasting, high-quality beers that have satisfied beer drinkers for generations. As the nation’s top brewer, one of the fastest growing spirits companies, and an insurgent force in energy drinks, we drive economic prosperity nationwide through investments in our people, facilities, and communities. We are the only alcohol company that invests in the U.S. at this scale.
We make the nation’s most iconic beers, ready-to-drink spirits and beyond beer brands, including Michelob ULTRA – America’s #1 top-selling and fastest-growing beer – Busch Light, Budweiser, Bud Light, Stella Artois, Cutwater Spirits, NÜTRL Vodka Seltzer, BeatBox, industry-leading craft beers and non-alcohol beers like Michelob ULTRA Zero. We are guided by our commitment to the communities we call home and to the 65,000 hardworking Americans who bring our products to life. That’s who we are. For more information, visit www.anheuser-busch.com or follow Anheuser-Busch on LinkedIn, X, Facebook, and Instagram.