Anheuser-Busch renews partnership with US and Mexican football
Brewing giant Anheuser-Busch InBev has secured a multi-year renewal to its sponsorship of matches featuring the US and Mexico national football teams in the United States.
The terms of Anheuser-Busch’s deal with the Soccer United Marketing agency were not officially disclosed, although the Wall Street Journal said it is for four years and worth a combined $7m (€6.36m) annually to US Soccer and the Mexican Football Federation.
Anheuser-Busch will promote its Budweiser and Bud Light beer brands through the partnership, which will support its sponsorship of the 2018 Fifa World Cup in Russia. The sponsorship includes advertising and marketing materials at local and national level and in-stadium signage.
The partnership with US Soccer also includes sponsorship of the US women’s team at the Women’s World Cup in Canada later this year and both sides for the 2016 Olympic Games in Rio de Janeiro.
Anheuser-Busch has partnered US Soccer since 1986 and first signed a deal for Mexico games in the country in 2007. The USA and Mexico are set to face each other in front of a sold-out crowd at the Alamodome in San Antonio, Texas.
“Anheuser-Busch has been a great partner with US Soccer for almost 30 years, which is our longest standing relationship on the commercial side,” US Soccer chief executive and general secretary Dan Flynn said. “They’ve shown an incredible commitment to soccer in the United States – even before we hosted the 1994 World Cup – and have provided crucial support to help grow the sport to where it is today. We’re excited to continue our relationship and work together to push the sport to even greater heights.”