World Cup Watch: Budweiser Lights Up the Action With Noise-Activated Cups

As a FIFA World Cup sponsor and the official beer of the 2018 FIFA World Cup Russia, Budweiser is promoting Red Light Cups—which the brewer claims are the first-ever noise-activated cups—will light up as the cheering, clapping, excitement and cries of “Gooooooal!” get louder during games.