Budweiser kicks off World Cup promotion

Budweiser has begun to leverage its sponsorship of the 2010 FIFA World Cup by launching an on-pack promotion offering consumers a chance to win tickets for the tournament.

South Africa 2010

The Anheuser-Busch Inbev owned brand, which will be the official beer at next year’s World Cup in South Africa, says the promotion, which runs until November, aims to tap into “growing football fever” as the final series of qualifying games are played in the autumn.

Andreas Hilger, marketing director for AB Inbev in the UK, says it is hoped the promotion will “boost the profile of the brand and its sales performance” in advance of further activity in the lead up to next year’s tournament.

The ‘Live the Dream’ promotion provides weekly incentives with the chance to win one of 12 trips for two to the World Cup.

Consumers have to text or email answers to trivia questions featured on the inside of the promotional packs to enter. There will be 12 weekly draws from 28 August.

More than 2.5m Budweiser packs will carry the promotion, while themed point-of-connection material will be available to 23,000 take home outlets.

In addition, 200 cash & carry outlets will feature themed pallet shrouds and point-of-connection material.

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