BUDWEISER DEDICATED TO MANCHESTER UNITED
LONDON (Oct. 7, 2008) – Budweiser and Manchester United announced a renewal of their partnership, extending the beer brand’s proud sponsorship of the world-famous football team through the 2009/2010 season. Budweiser has supported the club since 2002. Specific terms of the agreement were not disclosed.
Manchester United boasts 333 million followers worldwide1 and more than 80 million people in 200 countries view broadcasts of each match,2 making the English Premier League and UEFA Champions League double winners the most-watched sports franchise in the world.
Budweiser’s presence at Old Trafford – the Theatre of Dreams – includes exclusive pouring rights at concessions and digital on-field signage displayed in both English and Mandarin, which is seen by Manchester United’s massive Chinese fan base.
“Manchester United represents the pinnacle of football and the club’s popularity, like Budweiser, spans the globe,” said Tony Ponturo, vice president, global media and sports marketing, Anheuser-Busch, Inc. “Manchester United and Budweiser are a perfect match, both having strong, storied heritages and a commitment to being the best. As Budweiser continues to expand internationally, our connection with Manchester United helps create awareness and excitement for the brand around the world.”
Local activation of the partnership helps reach adult consumers far beyond the 76,000 people who pack Old Trafford for every match. The sponsorship grants Budweiser rights to use the Manchester United marks and player images in advertising, point-of-sale materials and packaging in key markets in Europe, Asia-Pacific, Africa, North America and South America.
“Budweiser is dedicated to football and has been a valuable partner to Manchester United,” said David Gill, chief executive of the Manchester United Football Club. “Budweiser’s use of Manchester United for marketing activities has brought loyal followers closer than ever to the Club and helped create many new Red Devils fans along the way. The Club and, most importantly, our fans are pleased to have Budweiser’s support.”
The sponsorship also provides Budweiser with hospitality packages and match tickets for promotional activities, which the brand uses to offer customers and consumers once-in-a-lifetime experiences at the Theatre of Dreams. Throughout the 2008-2009 season, Budweiser will launch promotions in the U.K., Mexico, Argentina and Vietnam for consumers to win trips to Manchester United matches.
In 2008, Old Trafford once again played host to the international finals of the Budweiser Cup, a 6-on-6 football tournament comprised of recreational teams from 16 countries. Players qualified through local tournaments throughout Europe and as far away as India, Paraguay, South Korea and South Africa. In addition to competing on the pitch, Manchester United welcomed Budweiser’s international guests at a dinner with the Club’s legends, a tour of Old Trafford, access to training facilities and tickets to a first team match.
Budweiser has been a proud sponsor of the Premier League since 2002. The brand has been the “Official Beer” sponsor of the FIFA World Cup™ since 1986 and will continue its support in 2010 and 2014.
Based in St. Louis, Anheuser‑Busch is the leading American brewer, holding a 48.5 percent share of U.S. beer sales. The company brews the world’s largest-selling beers, Budweiser and Bud Light. Anheuser‑Busch also owns a 50 percent share in Grupo Modelo, Mexico’s leading brewer, and a 27 percent share in China brewer Tsingtao, whose namesake beer brand is the country’s best-selling premium beer. Anheuser-Busch ranked No. 1 among beverage companies in FORTUNE Magazine’s Most Admired U.S. and Global Companies lists in 2008.
Anheuser‑Busch is one of the largest theme park operators in the United States, is a major manufacturer of aluminum cans and one of the world’s largest recyclers of aluminum cans. For more information, visit http://www.anheuser-busch.com/.
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1. TNS Fanbase Survey 2007.
2. Premier League; 2006-2007 Season Data.