Budweiser, the Anheuser-Busch InBev (AB InBev) beer brand, has signed a new multi-year global partnership with two of the world’s top-flight international football leagues to launch ‘Be a King’ campaign.
English soccer’s Premier League and Spain’s La Liga will help activate the campaign across five continents and in more than 20 countries including the United Kingdom, China, South Africa, India, Chile and Nigeria.
Activations will include limited edition packaging showcasing the iconic league trophies, exclusive viewing parties, broadcast media assets and content partnership designed to celebrate the greatness of the players on the field and the cultural impact of the players off the field.
“We are excited to kick-off these long-term partnerships with the Premier League and LaLiga, two world-class football competitions,” Chief Marketing Officer at AB InBev, Pedro Earp said.
“These partnerships will allow us to further connect with key consumers and football fans across the globe.”
“We are passionate about football, and so are our consumers, so we couldn’t be prouder to celebrate the sport, the players, and most importantly, the fans.”
Budweiser, which is a longstanding partner of the Fifa World Cup and most recently became a sponsor of North America’s National Women’s Soccer League (NWSL), will also launch its global ‘Be a King’ campaign to run alongside the two partnerships.
Premier League Interim Chief Executive Richard Masters said: “We are delighted to announce Budweiser as a new Premier League partner.
“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.”
LaLiga President Javier Tebas added: “We’re committed to growing the passion for football around the world.
“This historic partnership with Budweiser will only add to the growing excitement and anticipation for this year’s season and we’re thrilled to have them as partners.
“The global visibility of Spanish clubs will be strengthened thanks to this agreement.”
This announcement is the latest in a string of new partnerships for LaLiga including food delivery service Deliveroo and German sportswear brand Puma.