This agreement, which builds further on the existing 25-year-old partnership between the two organisations, will ensure that Budweiser will serve as the Official Beer of the FIFA World Cup™ for the ninth and tenth time, in 2018 and 2022 respectively.
The sponsorship agreement means that Anheuser-Busch InBev has global sponsorship rights for all editions of the FIFA World Cup™ and the FIFA Confederations Cup up to and including the 2022 edition of the tournament.
“We are delighted to be strengthening our relationship with Anheuser-Busch InBev even further,” said FIFA Secretary General Jérôme Valcke. “Ever since joining the FIFA sponsorship family for the 1986 FIFA World Cup Budweiser has played a vital role in helping to develop our flagship event, effectively supporting us in bringing the event closer to fans all over the world.”
Those sentiments were echoed by Anheuser-Busch InBev’s Chief Marketing Officer, Chris Burggraeve, who commented, “We’re very pleased to extend our long-standing partnership with the FIFA World Cup. Football and sports in general are a key global consumption and celebration moment and the FIFA World Cup offers a strong and relevant global platform from which we can connect with passionate football fans around the world. We’re looking forward to the opportunities presented as the FIFA World Cup tournament brings the excitement of the beautiful game to new and different places around the world, and to connecting Budweiser with even more consumers globally”.
For both the 2018 and 2022 editions of the FIFA World Cup™ Budweiser will serve as the “Official Beer” of the FIFA World Cup™, whilst Anheuser-Busch InBev will also have the opportunity to leverage its portfolio of beers by extending local sponsorship rights to its leading brands in selected football markets, including, but not limited to Brahma (Brazil), Hasseröder (Germany), Jupiler (Belgium and the Netherlands), Quilmes (Argentina) and Harbin (China), as it did during the 2010 FIFA World Cup South Africa™.
Budweiser is the first of the group of FIFA World Cup Sponsors to announce its sponsorship for the 2018 and 2022 events, following on from two of FIFA’s Partners. “The commitment from our group of Commercial Affiliates to the FIFA World Cup highlights the huge global appeal of the event,” added Valcke. “We look forward to working together with Anheuser-Busch InBev and our other sponsors in the years leading up to 2022 and hopefully even beyond.”