Anheuser-Busch continues World Cup ties

FIFA grabbed its first World Cup sponsor for the years spanning 2007 to 2014, when it and brewer Anheuser-Busch agreed to a sponsorship deal.
 
Budweiser, brewed by Anheuser-Busch, has been the official World Cup beer at every tournament since 1986. The extension of the partnership by eight more years in the beer-product category, gives Anheuser-Busch global rights to the 2010 FIFA World Cup South Africa and the 2014 FIFA World Cup, as well as to the FIFA Confederations Cup during this period.
 
“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,” FIFA president Sepp Blatter said.
 
Under the new sponsorship structure effective 2007, FIFA is seeking six FIFA World Cup sponsors. FIFA’s new sponsorship strategy features six FIFA partners, six FIFA World Cup sponsors and six national supporters. Adidas, Hyundai, Sony, Coca-Cola, Visa and Emirates Airline have signed as FIFA partners.
 
Sponsors will have the rights to category exclusivity, brand association through the use of FIFA’s event marks, select marketing assets and perimeter signage at both the FIFA World Cup and the FIFA Confederations Cup.

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