By David Gold
October 27 – Anheuser-Busch InBev SA has agreed to extend its World Cup sponsorship to the 2018 and 2022 tournaments, being held in Russia and Qatar respectively.
The beer maker will also have sponsorship rights to the Confederations Cups being held in Brazil in 2013, Russia in 2017 and Qatar in 2021.
It means that Budweiser will continue to serve as the official beer of the World Cup, building on a 25-year partnership with FIFA.
Budweiser’s sponsorship is likely to come to tens of millions of dollars, and the company have recently launched in Brazil, following up their Russia launch last year.
“We’re very pleased to extend our long-standing partnership with the FIFA World Cup,” said Chris Burggraeve, Anheuser-Busch InBev’s chief marketing officer.
“Football and sports in general are a key global consumption and celebration moment and the FIFA World Cup offers a strong and relevant global platform from which we can connect with passionate football fans around the world.
“We’re looking forward to the opportunities presented as the FIFA World Cup tournament brings the excitement of the beautiful game to new and different places around the world, and to connecting Budweiser with even more consumers globally”.
FIFA secretary general Jérôme Valcke added: “We are delighted to be strengthening our relationship with Anheuser-Busch InBev even further.
“Ever since joining the FIFA sponsorship family for the 1986 FIFA World Cup Budweiser has played a vital role in helping to develop our flagship event, effectively supporting us in bringing the event closer to fans all over the world.”
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