Budweiser Extends NFL Series Partnership
The National Football League has announced an agreement with AB InBev that will see the global brewer extend their rights with the NFL to a global relationship through the end of the 2016 season.
As part of the expanded relationship, Budweiser and Bud Light will be the official beer partners of the NFL International Series games in 2014 through to the end of the 2016 season.
The renewal also adds Mexico territory rights to the sponsorship agreement for the first time.
Marc Reeves, the NFL’s International commercial director, said of the extended deal: ‘We are thrilled that AB InBev, who has been a fantastic partner of the NFL in the US for many years, has decided to deepen its commitment to the NFL and become our official beer partner on a worldwide basis.’
‘The Budweiser and Bud Light brands are two of the most innovative supporters of sport and we look forward to collaborating with them to enhance the NFL experience for our fans in all of our international markets. We are particularly excited as this announcement comes in time for the NFL International Series in London.’
Ricardo Dias, Global VP Consumer Connections for AB InBev, added: ‘We are pleased to be extending our relationship with the NFL on a global basis. We look forward to bringing NFL fans around the world closer to the game they love – after all, what goes better together than a great game and an ice cold beer!’
The NFL International Series enters its eighth year of bringing regular-season games to the UK in 2014. Having increased from one to two games in 2013, all tickets made available for the three games in 2014 have already sold out.
The 2014 series sees the Jacksonville Jaguars playing the second game in their four-year commitment to the UK, while the Atlanta v Detroit game will see a first Sunday morning kick-off in the US (1:30 p.m. UK time; 9:30 a.m. ET).
In 2014, all three games in the series will be played at Wembley Stadium: Miami Dolphins at Oakland Raiders (28th September); Detroit Lions at Atlanta Falcons (26th October); and Dallas Cowboys at Jacksonville Jaguars (9th November).
Budweiser will also have a significant presence at events staged by the NFL in London around the games and in other NFL activity in the UK throughout the 2014 season.
Bud Light will remain the brand partner of the NFL in the United States and Canada.
