UK: Budweiser renews partnership with Premier League

Budweiser announced a renewal of its partnership with the Premier League, extending the brand’s proud sponsorship of the world-class football league through the 2010 season, according to Anheuser-Busch’s press release, May 25. Budweiser also will continue to be the league’s “Official Online Partner.” The international beer brand began its partnership with the Premier League in 2002.

Starting with the 2007-2008 season, the worldwide agreement will be expanded to cover all Anheuser-Busch brands, with the company’s flagship brand Budweiser leading marketing activities in the U.K. and China. Terms of the agreement were not disclosed.

“Our sponsorship of the Premier League enables Budweiser to connect with millions of adult beer drinkers and football fans in the U.K. and around the world,” said Tony Ponturo, vice president, global media and sports marketing, Anheuser-Busch, Inc. “Budweiser and the Premier League set the very highest standards in everything we do, and together we will continue to reach fans of the world’s most popular sport.”

The deal will provide Budweiser with rights to use the Barclays Premiership competition logo and Lion and Trophy marks. Budweiser also will receive access to selected player imagery for use in advertising, point-of-sale materials and packaging. The agreement provides Budweiser with hospitality packages and match tickets for promotional activities, allowing the brand to bring customers and consumers even closer to the sport.

As the league’s “Official Online Partner,” Budweiser will remain the exclusive alcohol sponsor and advertiser on www.premierleague.com, a site attracting more than 3 million unique visitors each month. The brand also will continue to support the Fantasy Premier League competition in the “Games and Fun” section of the website.

“The Budweiser team has proven they are passionate about football both in England and around the world,” said Richard Scudamore, chief executive of the Premier League. “The Premier League is fortunate to have a partner whose brand’s popularity, like the great game of football, spans the globe. We look forward to continued success with Budweiser.”

The renewed three-year deal also will see Budweiser become the “Proud Sponsor” of the 2007 and 2009 Barclays Asia Trophy tournaments, increasing visibility and awareness in a key region for the brand. The deal includes perimeter board advertising, club logo usage and branding on event materials and tickets. The tournament includes three Premier League clubs and an Asian team from the host country. The Barclays Asia Trophy, which started in 2003, was the first Premier League tournament organized outside of the U.K.

Budweiser continues to be the “Official Beer” of Manchester United. The brand has been the “Official Beer” sponsor of the FIFA World Cup™ since 1986 and will continue its support in 2010 and 2014.

About Anheuser-Busch

Based in St. Louis, Anheuser Busch is the leading American brewer, holding a 48.4 percent share of U.S. beer sales. The company brews the world’s largest-selling beers, Budweiser and Bud Light. Anheuser Busch also owns a 50 percent share in Grupo Modelo, Mexico’s leading brewer, and a 27 percent share in China brewer Tsingtao, whose namesake beer brand is the country’s best-selling premium beer. Anheuser-Busch ranked No. 1 among beverage companies in FORTUNE Magazine’s Most Admired U.S. and Global Companies lists in 2007. Anheuser Busch is one of the largest theme park operators in the United States, is a major manufacturer of aluminum cans and one of the world’s largest recyclers of aluminum cans.

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