Budweiser to sponsor The FA Cup

Budweiser has been confirmed as the official sponsor of the English FA Cup in a three-year deal.

The AB InBev-owned beer brand becomes the first US sponsor of the world-famous competition, which will henceforth be known as the FA Cup with Budweiser.

Although the amount of money involved in the deal has not been disclosed, Budweiser has dedicated a portion of sponsorship funding to working with The Football Association (FA) to develop a bespoke programme promoting responsible drinking to football fans.

Budweiser is also partnering with the FA on a community initiative that will provide essential equipment to teams in the early rounds of the competition.  

"We are extremely pleased to have secured an iconic brand such as Budweiser to be the lead partner of the FA Cup," said FA general secretary Alex Horne.

Jason Warner, global vice president of Budweiser, said: “Budweiser is proud and excited to sponsor the world’s oldest and most famous domestic cup competition. We’re looking forward to sharing our passion for the beautiful game, bringing The FA Cup closer to fans around the world through an exciting programme of activity.

"For example, in an FA Cup first, Budweiser will give football fans the opportunity to vote for the official ‘Man of the Match’, a role usually reserved for the broadcast commentating team.”

Horne added: "Like the FA Cup, Budweiser has a proud heritage and a long history of being involved in football. Furthermore, given the global reach of this sponsorship, we will see the FA Cup promoted around the world like never before which is great for the fans and the players."

The deal means England’s two domestic cups are now sponsored by beer brands, with Carling the title sponsor of the League Cup.

Alan Lodge, 16.06.2011