Budweiser to replace Carlsberg as FA beer partner

The Football Association (FA) has announced a new long-term partnership with AB InBev’s Budweiser, after news that Carlsberg announced it was ending its 22-year partnership with the England team this year.

The deal will see Budweiser become the official beer partner of the England senior men’s team. The beer brand will also take over the taps at the Wembley stadium and will be renewing its current FA Cup partnership.

The partnership begins from the start of the 2018/19 season and the FA has stated that the move will allow it “to make significant investments back into every level of English football and further support grassroots initiatives throughout the country”.

Since 2012, Budweiser has invested over £1.3 million directly into English football through schemes such as the Budweiser Club Futures programme which makes an annual grant to a grassroots football club competing in the FA Cup.

Although the financial terms of the deal have not been disclosed, the FA has revealed that its deal with AB InBev will include a “significant investment” to upgrade the fan experience at Wembley Stadium, specifically improving the pouring and purchasing process.

A range of AB InBev’s other products will be available to purchase on event days including beers, ciders and alcohol-free options, such as Budweiser Prohibition.

Mark Bullingham, FA commercial and marketing director, said: “Budweiser has been a great longterm partner across many different parts of football, so we’re delighted with this new, bigger partnership that will take support for the game and entertainment for the fans to the next level.

“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 match day 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.”

Jason Warner, president of AB InBev north Europe, said: “Football is more than just a game or our national sport – it is a huge part of our culture, one of our favourite forms of entertainment and one of the best ways to bring people together.

“This is why Budweiser and football have enjoyed a natural affinity for many years and why we’re pleased to strengthen our role in some of the nation’s biggest cultural moments through our FA partnership and presence at Wembley Stadium, one of the world’s most iconic entertainment venues.

“A trip to see England play at Wembley Stadium is an unforgettable experience, so we are delighted to help the bars at Wembley Stadium amplify it even further, both through Budweiser and the power of our brands from our premium AB InBev portfolio. We are also proud that all profits will go into nurturing the future Harry Kanes and Raheem Sterlings, as well as supporting grassroots initiatives”.