Premier League and LaLiga score global Budweiser deals

23 July 2019 | Commercial & Sponsorship
Premier League and LaLiga score global Budweiser deals
Budweiser, the Anheuser-Busch InBev (AB InBev) beer brand, has announced new multi-year global partnerships with English soccer’s Premier League and Spain’s LaLiga.

The deals will be activated across five continents and in more than 20 countries, including the United Kingdom, China, South Africa, India, Chile and Nigeria. Activations will include trophy tours, viewing parties, broadcast media assets and content collaborations.

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.

"We are excited to kick-off these long-term partnerships with the Premier League and LaLiga, two world-class football competitions,” said Pedro Earp, Chief Marketing Officer at AB InBev. "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 was first rumoured to be in negotiations with the Premier League in November of last year. Confirmation of the deal sees the AB InBev brand replace Carling as the official beer partner of English soccer’s top flight.

“We are delighted to announce Budweiser as a new Premier League partner,” said Premier League Interim Chief Executive Richard Masters.

“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.”

For LaLiga, the sanctioning body for Spanish soccer’s top two divisions, the partnership with Budweiser is the latest in a flurry of deals to be announced by the organisation in recent times, following agreements with food delivery service Deliveroo and German sportswear brand Puma.

According to Spanish newspaper Expansión, LaLiga’s partnership with Budweiser cannot yet be activated in Spain, where the organisation has one year left to run on its deal with domestic beer brand Mahou Cinco Estrellas.

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.

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