Quilmes to gift Argentine fans actual pitch turf from the 2026 World Cup

As a tribute to Leo Messi's farewell with the national team, the beer brand is preparing a special activation tied to his "last dance."

 Specifically, the campaign features wooden keepsake boxes containing authentic pitch turf cut from every match played by Argentina during the recent World Cup. The glass display lids detail match metadata, including the opponent, date, and venue.

To win a piece of history, the brand is inviting fans to comment on its official Instagram post, with the most-liked comments securing the framed turf pieces.

Quilmes joins Messi's farewell narrative despite holding no official endorsement deals with the player or the Argentine Football Association (AFA). The brand frequently leverages his iconic image without explicit naming rights—a classic tactical execution of ambush marketing.