Budweiser brewer Anheuser-Busch has sold its advertising rights on perimeter boards at World Cup stadia – worth up to 10m – to timing equipment company Casio.
The world’s largest brewer was forced to sell the rights after the French government, backed by a ruling from the European Commission, refused to relax the country’s strict laws on advertising alcohol – the Loi Evin.
Casio will be able to advertise its brand on two perimeter boards at each of the ten stadia being used, although Anheuser-Busch remains as one of the World Cup’s 12 official sponsors.
The brewer says it will invest the money from the Casio deal in boosting its World Cup-based marketing and advertising in its main markets around the world. In the UK, former England manager Bobby Robson has been signed up as a Budweiser spokesman. Every interview he gives or column he writes must include some Budweiser branding.
A new television advertising campaign will break through BMP DDB and on-can promotions will be launched, offering VIP trips to games and the chance to watch televised matches in a Paris-ian bar.