In August the ABInBev brand activated its sponsorship of Europe’s two powerhouse domestic leagues – The Premier League (England) and La Liga (Spain) – with a year-long global advertising campaign.
The initiative is Budweiser’s biggest ever integrated international campaign: it spans g five continents and 20 different countries – ranging from Chile and China, Nigeria and South Africa, as well as India, Spain and the UK.
The dual property activation includes marketing activity across television, out-of-home and online, as well as revamped packaging design across a range of Budweiser products.
The campaign is spearheaded by a hero 30-second commercial which features on-pitch football action intercut with Budweiser product shots and the slogan ‘Beer Of Kings’.
Other strands of Budweiser’s activation of its Premier League and La Liga sponsorships also includes viewing parties for fans, limited-edition packaging and content focused on key players on and off the pitch.
“To us, football is more than just a game – it’s a chance for fans across the world to come together and celebrate, which is why we’re so excited to further our football legacy through our sponsorship with the English Premier League and Spanish La Liga,” commented Budweiser UK’s marketing manager Matt Leadbeater.
“Pedro Earp, chief marketing officer at Budweiser parent Anheuser-Busch InBev, added: “We are excited to kick off these long-term partnerships with the Premier League and La Liga, two world-class football competitions. These partnerships will allow us to further connect with key consumers and football fans across the globe.”
Comment:
These two new blockbuster partnerships further boost the beer brand’s blockbuster football sponsorship portfolio which also includes FIFA, its official tie-up with the England women’s team (see our case study on its summer 2019 FIFA Women’s World Cup Lionesses activation), the NWSL in the USA and Wembley Stadium.
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