US beer brand Budweiser has extended and expanded its partnership with the English Football Association, through which it will now serve as the official beer partner of the men’s national team.
The new long-term deal, which begins with the 2018-19 season, also names Budweiser as the official beer partner of London’s Wembley Stadium. The company will also renew its existing sponsorship of the FA Cup club competition.
The FA said the expanded partnership would enable the body to make significant investment back into every level of the game and further support grassroots initiatives in the country.
Budweiser will also continue to invest in grassroots and elite-level initiatives. Since 2012, it has invested over £1.3m (€1.5m/$1.8m) directly into English football through initiatives such as the Budweiser Club Futures programme.
The partnership will also seek to enhance the fan experience at Wembley by creating a slicker pouring and purchasing process. AB InBev, Budweiser’s parent company, will also sell other products at Wembley as part of the agreement.
Budweiser will replace Danish brand Carlsberg as the official beer of the English national team. Carlsberg will end its partnership with the FA following this summer’s Fifa World Cup in Russia.
Mark Bullingham, the FA’s commercial and marketing director, said: “This is the largest official beer partnership deal that the FA has ever done, which allows us to continue to invest in all areas of the game. On top of that, Budweiser’s commitment to activate the partnership in new and exciting ways will be brilliant for fans throughout the country and for the matchday experience at Wembley.
"Our relationship with our current beer partner for the England team comes to its contractual end after this summer’s World Cup and I would like to thank them for its support and contribution over our 22-year partnership."