Budweiser has replaced Carlsberg as the official sponsor of the England football team.
The AB InBev brand has signed up to sponsor the team and Wembley Stadium, after Carlsberg announced last week it was ditching its sponsorship of England after 22 years to focus on live music partnerships.
The new deal would see Budweiser make a “significant” investment in “upgrading the fan experience at Wembley, bringing a much slicker experience to the pouring and purchasing process”, said AB InBev. A wider selection of the company’s brands will become available on match days.
Budweiser has also renewed its partnership with the Emirates FA Cup. The beer had “enjoyed a natural affinity” with football for many years, said AB InBev north Europe president Jason Warner. “We’re pleased to strengthen our role in some of the nation’s biggest cultural moments.”
Carlsberg, meanwhile, had “enjoyed a long-standing relationship with the FA and England” said the brewer’s vice president of brands Liam Newton. “However, we now feel it is time for us to broaden our partnerships as a brand in the UK.”
It would now “start to shift the balance of focus into new areas such as our extended, five-year partnership with Live Nation”, he added, and would continue in its capacity as the official beer of eight Premier League clubs, including Liverpool and Tottenham.
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