Budweiser looks to FA Cup to build brand

Budweiser has a been unveiled as the title sponsor of the Football Association’s flagship club football tournament, a partnership both are hoping will grow the respective brands in the UK and internationally.


The AB-Inbev-owned brand has confirmed it will sponsor the FA Cup, which will be known as The FA Cup sponsored by Budweiser for the duration of the three-year deal.

Budweiser brand chiefs aim to build on the sales boost backing of last year’s World Cup gave it in the UK. The millions invested in promoting the brand’s “official beer” status helped lift beer sales by 3.4% in the UK in 2010, while the company’s share of the UK market improved both on and off trade.

Speaking at an event to announce the partnership in London today (16 June), AB-Inbev’s chief marketing officer Chris Burggraeve, said that the World Cup had seen the UK “embrace” a brand that had previously been seen by many as all-American.

Burggraeve, however, says Budweiser is not a US brand but does share the “can do sprit” of many in the US, brand values that fit well with a tournament that provides smaller clubs the opportunity to compete with larger ones.

He adds: “The Budweiser brand is about celebration and optimism, the FA Cup is about opportunity. They are both icons with a rich history”.

The FA is hoping Budweiser’s global reach will help grow international awareness and audiences for the 130-year-old tournament.

Alex Horne, FA general secretary, says: “Given the global reach of this sponsorship, we will see The FA Cup promoted around the world like never before, which is great for the fans and the players.”

An “exciting programme” of marketing activity will push the partnership in the UK and abroad, according to a statement. Additionally, Budweiser says it has committed some of its marketing budget to promote responsible drinking at grounds.

Budweiser replaced Eon as lead partner. The value of the deal was not disclosed.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here