March 1 – Budweiser will step in to fill the official beer partnership slot of the England Senior Men’s team after Carlsberg end their 22-year association after the Russia 2018 World Cup.
Budweiser will also takeover pouring rights at Wembley Stadium connected by EE, as well as renewing their current The Emirates FA Cup partnership.
No figure was given for the deal but Mark Bullingham, the FA Commercial & Marketing Director, said it was the biggest the FA had ever done.
“Budweiser has been a great long- term partner across many different parts of football, so we’re delighted with this new, bigger partnership that will take support for the game and entertainment for the fans to the next level. This is the largest Official Beer Partnership deal that The FA has ever done, which allows us to continue to invest in all areas of the game. On top of that, Budweiser’s commitment to activate the partnership in new and exciting ways will be brilliant for fans throughout the country and for the matchday experience at Wembley,” he said.
Via Budweiser’s parent company AB InBev, the product on sale at Wembley will be increased to include global and local beers and ciders, alcohol-free options, and the newly launched Budweiser Prohibition.
The sponsorship begins at the start of the 2018/19 seasons, with the FA saying the advertiser has agreed to play an active role investing in grassroots football initiatives. Since 2012 Budweiser has invested over £1.3 million directly into English football, through initiatives including the Budweiser Club Futures programme, which makes an annual grant to a grassroots club competing in the FA Cup.
Jason Warner, President, North Europe, AB InBev, said: ” Budweiser and football have enjoyed a natural affinity for many years and why we’re pleased to strengthen our role in some of the nation’s biggest cultural moments through our FA partnership and presence at Wembley Stadium, one of the world’s most iconic entertainment venues.”
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