July 23, 2019 – Anheuser-Busch InBev’s (AB InBev) global brand, Budweiser, today announces multi-year partnerships with two of the top international football leagues, the Premier League and LaLiga. As a long-time partner of the FIFA World Cup™ and supporter of football leagues and several national teams worldwide, Budweiser is proud to expand its support for the world’s game and connect to more football fans every year. These new partnerships will activate across five continents and in more than 20 countries* including the United Kingdom, China, South Africa, India, Chile and Nigeria, bringing fans closer to their football heroes through a series of unique programs across the globe.
As the world’s most valuable beer brand**, the King of Beers will launch its global ‘Be A King’ campaign in conjunction with these partnerships. This campaign will inspire fans around the world by bringing them closer to the kings of the game. 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. These partnerships will allow us to further connect with key consumers and football fans across the globe,” said Pedro Earp, Chief Marketing Officer at AB InBev. “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.”
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.”
*Note: The agreement between Budweiser and LaLiga does not include Spain.
**According to a BrandZ report from June 2019.
About Anheuser-Busch InBev and Budweiser
Anheuser-Busch InBev is a publicly traded company (Euronext: ABI) based in Leuven, Belgium, with secondary listings on the Mexico (MEXBOL: ANB) and South Africa (JSE: ANH) stock exchanges and with American Depositary Receipts on the New York Stock Exchange (NYSE: BUD). Our Dream is to bring people together for a better world. Beer, the original social network, has been bringing people together for thousands of years. We are committed to building great brands that stand the test of time and to brewing the best beers using the finest natural ingredients. Our diverse portfolio of well over 500 beer brands includes global brands Budweiser®, Corona® and Stella Artois®; multi-country brands Beck’s®, Castle®, Castle Lite®, Hoegaarden® and Leffe®; and local champions such as Aguila®, Antarctica®, Bud Light®, Brahma®, Cass®, Cristal®, Harbin®, Jupiler®, Michelob Ultra®, Modelo Especial®, Quilmes®, Victoria®, Sedrin®, and Skol®. Our brewing heritage dates back more than 600 years, spanning continents and generations. From our European roots at the Den Hoorn brewery in Leuven, Belgium. To the pioneering spirit of the Anheuser & Co brewery in St. Louis, US. To the creation of the Castle Brewery in South Africa during the Johannesburg gold rush. To Bohemia, the first brewery in Brazil. Geographically diversified with a balanced exposure to developed and developing markets, we leverage the collective strengths of approximately 175,000 employees based in nearly 50 countries worldwide. For 2018, AB InBev’s reported revenue was 54.6 billion USD (excluding JVs and associates).
Budweiser, The King of Beers, is a medium-bodied, flavorful, crisp American-style lager. Brewed with the best barley malt and a blend of premium hop varieties, it is an icon of core American values like optimism and celebration. In 2018, Budweiser revenue grew 5.3% globally and 10% outside of the US, behind a strong FIFA World Cup™ campaign and continued expansion into new geographies. Budweiser leveraged one of the world’s biggest platforms, the 2018 FIFA World Cup Russia™, to activate the brand in more than 50 countries. This was AB InBev’s largest and most successful campaign ever and Budweiser was the most talked about brand on digital and social channels during the tournament. Budweiser launched a renewables platform at Davos, Switzerland in January 2018 and rolled out a 100% renewable electricity symbol in the United States. Every Budweiser sold in the United States is now brewed with renewable electricity and this commitment is quickly expanding globally. In February 2019, Budweiser took this powerful message to the one of the world’s biggest stages, the Super Bowl, with a wind-power themed ad.
About the Premier League
The Premier League produces some of the most competitive and compelling football in the world. The League and its clubs use the power and popularity of the competition to inspire fans, communities, and partners in the UK and across the world. The Premier League brings people together from all backgrounds.
Founded in 1984, LaLiga (Liga de Fútbol Profesional) is a sports association comprising the 42 teams that make up the first and second divisions of professional football in Spain. LaLiga, based in Madrid, is responsible for the LaLiga Santander and LaLiga 123 leagues and the television production, which in the 2018/19 season reached more than 2.7 billion people globally. The association also has an active foundation and is the world’s first professional football league with a league for intellectually challenged footballers: LaLiga Genuine Santander.