Budweiser becomes official beer for World cups

Budweiser brewer Anheuser-Busch has become the first company to sign up as a FIFA World Cup sponsor for the period from 2007 to 2014.

Budweiser has been the official beer at every FIFA World Cup since 1986 and the extension of this partnership by a further eight years in the beer product category, awards Anheuser-Busch global rights to both the 2010 FIFA World Cup South Africa and the 2014 FIFA World Cup, as well as to the FIFA Confederations Cup during the period.

Budweiser is not normally available in South Africa.

FIFA president Sepp Blatter said: “The fact that Anheuser-Busch is extending its involvement with FIFA is testimony to the immense appeal of football as a game and to FIFA as a superior marketing platform for transporting a brand far and wide around the world.”

Under the new sponsorship structure from 2007 onwards, FIFA is seeking six FIFA World Cup sponsors. These will enjoy the right to category exclusivity, brand association through the use of FIFA’s event marks, select marketing assets and perimeter board signage at both the FIFA World Cup and the FIFA Confederations Cup.

FIFA’s new commercial hierarchy comprises six FIFA partners, six FIFA World Cup sponsors and six national supporters. FIFA has already signed up all six FIFA partners, namely adidas, Hyundai, Sony, Coca-Cola, Visa.