Italian Serie A football club Juventus has signed a sponsorship deal with US lager brand Bud.
The Anheuser-Busch InBev-owned brand will serve as the official beer of the Turin-based club for the next three seasons, until the end of the 2021-22 campaign.
Bud will launch a range of digital activations around the partnership and will use the club’s visual identity in promotional campaigns.
Juventus’ chief revenue officer Giorgio Ricci said: “We are happy to welcome Bud to our partners as our official beer.
“The globality of its brand has often been expressed in recent years through advertising campaigns that are still in everyone’s memory or with the spectacle of some of the biggest events, including the Super Bowl and the World Cup. This attention to entertainment will be central to the partnership that will bind us for the coming seasons.”