Beer and World Cup in 2018

Beer and World Cup in 2018

Beer and World Cup in 2018

Anheuser-Busch InBev NV (ABI), the world’s biggest brewer, said Budweiser will be the official beer of the soccer World Cup in 2018 and 2022 as the company continues its push to promote the brand globally.

AB InBev, based in Leuven, Belgium, will have worldwide sponsorship rights for the competitions in Russia and Qatar, it said today in an e-mailed statement.

Today’s announcement extends a 25-year partnership between the brewer and FIFA, soccer’s governing body, according to the statement. “Budweiser will serve as the official beer of the FIFA World Cup for the ninth and 10th time,” after sponsoring the 2014 event in Brazil.

The brewer will also have the right to sponsor local events with brands including Brahma in Brazil and Harbin in China, it said in the statement.

“Football and sports in general are a key global consumption and celebration moment,” Chief Marketing Officer Chris Burggraeve said in the statement. The tournament will help with “connecting Budweiser with even more consumers globally.”
AB InBev, which also owns beers including Beck’s and Stella Artois, wants to make Budweiser the world’s “first and only truly global brand,” Burggraeve said in an interview last month. The company started selling Bud in Russia last year and introduced it in Brazil this year.

AB InBev didn’t comment on how much it will spend on the sponsorship deal.


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