Budweiser has sealed multi-year partnerships with two of Europe’s leading football leagues, the Premier League and La Liga.
The agreements will not only give the Anheuser-Busch InBev brand significant activation opportunities in the leagues’ two home markets of the UK and Spain, but also the opportunity to reach fans through market-specific engagements in more than 20 countries, including China, South Africa, India, Chile and Nigeria.
A series of unique programmes will be planned across the globe as part of Budweiser’s ‘Be A King’ campaign, which will be launched in conjunction with the Premier League and La Liga partnerships.
Activations will include limited edition packaging that will showcase the trophies, exclusive viewing parties, media assets, and content partnerships designed to celebrate the players’ performances on the pitch, as well as their impact off it.
The lengths of the “long-term” deals were not disclosed, but the Premier League’s partnerships usually run for three years as standard. Until the end of the 2018-19 season, the Premier League’s official beer partner was Carling, which served as the competition’s title sponsor from 1993 to 2001.
Pedro Earp, Anheuser-Busch InBev’s Chief Marketing Officer, said that the new deals would allow Budweiser to "connect with key consumers and football fans around the world".
Premier League Interim Chief Executive Richard Masters said: "Budweiser has a track record of innovative football sponsorships, including partnering with the FIFA World Cup over many years. We look forward to working together to bring our new partnership to life and capturing the imagination of our fans all over the world."
La Liga President Javier Tebas added: “The global visibility of Spanish clubs will be strengthened thanks to this agreement.”
Budweiser has been an official partner of the FIFA World Cup for more than three decades and has adopted increasingly innovative techniques to engage with fans of the sport.
In April, Budweiser inaugurated a new football pitch in the Russian city of Sochi, created from more than 50,000 of the beer brand's recycled plastic cups.
The cups, which were collected at tournament venues and Fan Fests during last summer’s FIFA World Cup in Russia, have been used to create the centrepiece of the new Budweiser ReCup Arena facility.