DALLAS, July 2 — When millions of fans across the Dallas-Fort Worth Metroplex raise a cold Michelob ULTRA to celebrate a goal this summer, Ben E. Keith Beverages (BEK) will have helped make that moment possible.
The region’s premier beverage distributor is working overtime to deliver the full fan experience during the FIFA World Cup 2026™ — the largest sporting event ever hosted in the D-FW Metroplex. To meet an expected increase in typical June-July sales volume, BEK’s team is on the march:
- Additional delivery routes during the tournament to keep beverages flowing at hundreds of bars, restaurants and venues
- A small army of BEK employees at Dallas Stadium to make sure there is plenty of product on hand for fans to enjoy before, during, and after the match
- Hundreds of Michelob ULTRA and NÜTRL consumer engagement activations planned across North Texas and surrounding areas
Wherever the tournament action is taking place, BEK Beverages will be at the center of it as a community partner with deep roots in the venues, neighborhoods, and local businesses that bring the tournament to life for North Texas fans.
“Supplying numerous events and serving millions of fans is a big undertaking, but it is what we do and we welcome this opportunity to connect with our customers and be a part of their celebration,” said Flint Prewitt, President, Ben E. Keith Beverages. “FIFA World Cup 2026™ puts Dallas-Fort Worth on the world’s biggest stage, and we’re proud to be the team behind the teams, making sure that every fan experience is everything it should be.”
Across North Texas, BEK’s team of drivers, sales representatives, and partner brand activation specialists are executing at a world-class level to ensure every fan, at every venue, can have an ice-cold beer in hand when the whistle blows.
This logistical undertaking reflects both the scale of the World Cup and the depth of BEK's relationship with its partner, Anheuser-Busch, and retailers across the D-FW market. BEK is proud to support the top fan watch party locations across North Texas, including:
FIFA Fan Festival at Fair Park, an official World Cup venue, open all 34 match days plus special concert events, with the ability to host approximately 35,000 fans per day. BEK and Anheuser-Busch support multiple activation areas within the large-scale official watch party.
Klyde Warren Park, Dallas’s premier urban green space rounds out BEK’s footprint as a central, high-energy gathering point in one of the city’s most active hospitality zones, welcoming fans from across the globe to connect, celebrate, and take part in a vibrant fan experience that can draw crowds of up to 50,000.
Halperin Park, Dallas’ newest deck park is hosting watch parties for Mexico and USA matches.
FC Dallas’ Soccer Celebration, hosted at Simpson Plaza in Frisco, BEK is proud to support our MLS partner’s official game watching events for most World Cup matches.
Additional experiences and fan engagement activations are taking place in the Fort Worth Stockyards, Sundance Square in downtown Ft Worth, and the Vanta Rooftop Soccer Experience in downtown Dallas.
Beyond the flagship venues, BEK’s FIFA World Cup 2026TM execution plays a critical role in supporting small- and mid-size businesses experiencing a once-in-a-generation surge in traffic and visibility. BEK is their partner in making sure the experience is seamless, stocked, and celebrated.
"FIFA World Cup 2026™ is so exciting because we get to welcome the world and Ben E. Keith is helping us do that! We couldn’t ask for a better partner. They understand our business and our customers, and they make sure we were ready to celebrate every goal with a cold Michelob ULTRA in hand,” said Feargal McKinney, Owner Old Monk, The Skellig, Spider Murphy’s, Kilmac’s.
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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.