Budweiser extends FIFA sponsorship

25 October, 2011

Anheuser-Busch InBev is to extend its official beer sponsorship to the 2018 FIFA World Cup Russia and the 2022 FIFA World Cup Qatar. 

This agreement builds on the beer brand’s existing 25 year relationship with the FIFA World Cup and means that Budweiser will serve as the official beer for the ninth and tenth time, in 2018 and 2022 respectively.

Under the terms of the sponsorship, AB InBev has global sponsorship rights for all editions of the FIFA World Cup and the FIFA Confederations Cup up to including the 2022 edition of the tournament.

AB InBev also plans to use the opportunity to leverage its portfolio of beers by extending local sponsorship rights to its brands in selected football markets, including Brahma (Brazil), Hasseröder (Germany), Jupiler (Belgium and the Netherlands) Quilmes (Argentina and Harbin (China), as it did during the 2010 FIFA World Cup South Africa.

The company said Budweiser volumes grew during 2010 and the brand launched in Russia in anticipation of the excitement surrounding the 2010 FIFA World Cup. It was introduced earlier this year in Brazil, host of the FIFA World Cup 2014, where preparations for the tournament have already begun.

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Nick Strangeway

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