Budweiser New Sponsors Of FA Cup
The Football Association has announced a three-year partnership with Budweiser, which will see the global lager brand become the lead partner of The FA Cup, which will be known as The FA Cup with Budweiser. ??
Budweiser and its parent company Anheuser-Busch InBev (AB InBev) has served as the official beer of the FIFA World Cup for the last 25 years. ?
The beer brand has dedicated a portion of sponsorship funding to working with The FA to develop a bespoke programme, promoting responsible drinking to football fans.
Budweiser is also partnering with The FA on a community initiative that will provide essential equipment to teams in the early rounds of the competition. ?
?Alex Horne, FA general secretary, said: ‘We are extremely pleased to have secured an iconic brand such as Budweiser to be the Lead Partner of The FA Cup’.
‘Like The FA Cup, Budweiser has a proud heritage and a long history of being involved in football. Furthermore, given the global reach of this sponsorship, we will see The FA Cup promoted around the world like never before which is great for the fans and the players’. ?
Chris Burggraeve, chief marketing officer, AB InBev, added: ‘AB InBev is a long-standing supporter of football around the world. We share The Football Association’s ambitions to showcase the tournament globally, uniting the millions of fans around the world who anticipate The FA Cup each year’.
As part of Budweiser’s activation process, the brand has also revealed that it will be offering football fans the opportunity to vote for the official ‘Man of the Match’ during FA Cup matches – a role usually reserved for the broadcast commentating team – but successfully trialled during the 2010 FIFA World Cup in South Africa.
