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.





Digital Edition

Drinks International digital edition is available ahead of the printed magazine. Don’t miss out, make sure you subscribe today to access the digital edition and all archived editions of Drinks International as part of your subscription.

Comment

Ben Branson

Ben Branson on the future of non-alc spirits

In his inaugural column for Drinks International, Branson takes a wider look at the overall non-alcoholic spirits sector to identify which brands will thrive and which won’t survive.

Instagram

Facebook