Anheuser-Busch first to sign up as FIFA World Cup Sponsor from 2007-2014
FIFA announced today that Anheuser-Busch, brewer of the world's top selling beer Budweiser, has become the first company to sign up as a FIFA World Cup Sponsor for the period spanning 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 product category beer 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 this period.
"This deal means that by 2014 Budweiser will have been the official beer at eight consecutive FIFA World Cups," said FIFA President Joseph S. Blatter. "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."
"As the most watched international sporting event, the FIFA World Cup allows Anheuser-Busch to connect our flagship brand with millions of adult beer drinkers and football fans," said Tony Ponturo, vice president of global media and sports marketing at Anheuser Busch. "Since 1986, Budweiser has been a strong supporter of this tournament, and we will continue to bring fans closer to the excitement of the FIFA World Cup for the next eight years."
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.
The deal also allows the St. Louis, Missouri-based Anheuser-Busch to continue its specific marketing programmes, notably the Budweiser Man of the Match Award and the Budweiser Cup six-on-six football tournament featuring teams from around the world.
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 and Emirates Airline.