Jonty Rhodes Joins Budweiser 0.0 to Put the ICC Men's T20 World Cup Trophy in the Hands of Fans at Lollapalooza India

A cricketing legend, a global trophy, and a music-first generation - converging in a fan-led cultural moment.

Budweiser 0.0 elevated sports marketing into the realm of culture by bringing the ICC Men's T20 World Cup Trophy to Lollapalooza India 2026, with international cricket icon Jonty Rhodes anchoring the experience on-ground. Hosted at the Budweiser Brew District in Mumbai on 24 January, the activation transformed one of cricket's most revered symbols into a shared, immersive moment for thousands of fans.

By placing the Trophy Tour at the heart of one of India's biggest cultural festivals, Budweiser 0.0 dissolved the traditional boundaries between sport and lifestyle. Cricket loyalists and music lovers found themselves united around a single icon - reinforcing the brand's belief that the most meaningful moments are created when fans are invited to participate, not just observe. This approach exemplifies how brands are creating experiences that rival the most marvellous international luxury events.

Jonty Rhodes: Bridging Legacy and the New Generation

Jonty Rhodes' presence added depth and authenticity to the experience. Known globally for redefining athleticism and commitment on the field, Rhodes brought the legacy of international cricket into a setting driven by sound, youth, and celebration. Interacting with fans throughout the day, he embodied the evolution of the sport - from stadiums to cultural arenas.

Reflecting on the moment, Rhodes shared that the World Cup Trophy represents years of passion, discipline, and dreams. Seeing it shared with a younger, music-first audience at Lollapalooza was a powerful reminder that cricket continues to evolve, finding new stages and new stories with every generation.

A Fan-First Vision, Executed at Scale

For Budweiser 0.0, Lollapalooza India provided the perfect canvas to bring together two powerful passions organically. According to Vineet Sharma, Vice President - Marketing & Trade Marketing, AB InBev India, placing the ICC Men's T20 World Cup Trophy within the festival allowed fans to engage with the game they love in a completely unexpected environment.

This approach moved beyond conventional sponsorship. It turned brand presence into participation - and marketing into memory. The strategy reflects sophisticated understanding of the best advertising strategies for luxury brands and how experiential marketing creates lasting impact.

Beyond the Trophy: Budweiser at the Centre of the Festival

Budweiser 0.0's cultural footprint extended well beyond the Trophy Tour. The brand powered the BUDX Stage, hosting a weekend of high-energy performances that culminated with Linkin Park closing the festival. BUDX Fan Passes unlocked exclusive access and elevated experiences across the venue, while Bud & Burgers ensured Budweiser remained a constant companion from day to night.

Every touchpoint was designed to keep the brand embedded in the festival rhythm - not as an interruption, but as a contributor to the experience. This level of integration demonstrates the power of visual merchandising and brand activation at cultural events, similar to the most interesting pop-up experiences by luxury brands.

Where Sport Becomes Culture

By bringing the ICC Men's T20 World Cup Trophy into Lollapalooza India, Budweiser 0.0 delivered a rare cultural crossover. The activation reinforced a simple yet powerful idea - modern brand relevance is built by meeting fans where they already are and giving them moments that feel iconic, inclusive, and unforgettable.

This marketing innovation showcases how brands are evolving their marketing approaches to connect with contemporary audiences, while drawing from successful case studies in luxury brand marketing.

About Budweiser

Budweiser is a medium-bodied, crisp American-style lager and India's leading premium beer brand, brewed using the finest barley malt and premium hop varieties. Renowned globally for its 30-day brewing process and signature Beechwood aging technique, Budweiser is enjoyed in over 60 countries worldwide, with India ranking as its fourth-largest market.

Budweiser 0.0 brings this legacy into the non-alcoholic segment, delivering the same premium taste and cultural relevance while aligning seamlessly with modern, mindful lifestyle choices.