FA Cup Nets New Sponsor, New Name
Budweiser is the title sponsor of the world’s oldest football competition.
The annual knockout tournament contested among all clubs in the English football system will now be known as the ‘FA Cup with Budweiser’, at least for the next three years.
English Football Association officials joined marketing executives from Budweiser parent company AB InBev for Thursday’s partnership announcement at Wembley Stadium.
The beer company, which replaces energy giant E.On as commercial partner for the prestigious trophy, is the first ever US sponsor of the FA Cup.
The deal is estimated to be worth £25 million ($40m).
“Like The FA Cup, Budweiser has a proud heritage and a long history of being involved in football,” said FA general secretary Alex Horne.
“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 beer brand will set aside a portion of the sponsorship funds to develop a campaign promoting responsible drinking among football fans.
Budweiser will also help the FA to provide necessary equipment to smaller sides battling in the early rounds of the many-tiered competition.
And in an FA first, fans will take over from the commentators the responsibility of choosing the “Man of the Match” thanks to the partnership arrangement.
“We’re looking forward to sharing our passion for the beautiful game,” said Budweiser global VP Jason Warner, “bringing the FA Cup closer to fans around the world through an exciting program of activity.”
Budweiser has served as the official beer of the FIFA World Cup for 25 years running.
FA, Carlsberg Renew Deal
Carlsberg will be the official beer of the England team through 2014. The partnership extension covers next year’s Euro 2012 championships in Poland-Ukraine and the World Cup in Brazil.
The Danish brewing company was thought to be upset with the Football Association’s impending deal with Budweiser – hence the increased rights associated with the renewal, according to Marketing Magazine. Carlsberg gets more rights to exploit the England brand globally and more on-pitch signage.
“Carlsberg has been a long-standing and much-valued partner of the FA over the past 16 years,” FA sponsorship head Peter Daire said in a statement.
“This new deal on rights around the England senior men’s team will be a platform to continue this long association well into the future.”
Carlsberg will get pouring rights at Wembley Stadium during international matches while Budweiser will get them during FA Cup fixtures.
Montreal Impact Land Shirt Sponsor
Bank of Montreal will become the shirt sponsor of the city’s Major League Soccer franchise ahead of its 2012 entry into the league.
“It is with great pride that we announce a great partnership for a great soccer city,” Montreal Impact president Joey Saputo said of the five-year deal reportedly worth around $4 million annually.
BMO also sponsors the shirts of fellow Canadian MLS club Toronto FC.
By INSIDER’s Matthew Grayson
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