Industry News

Budweiser to enhance Wembley experience through new FA deal

Budweiser has stepped up its association with the English Football Association by becoming the official beer partner of Wembley Stadium and the men’s national team.

Budweiser was an existing partner of the organisation through its sponsorship of the FA Cup club competition. The new long-term deal is effective from the 2018-19 season.

As the official beer of Wembley, it is hoped Budweiser will help create a slicker pouring and purchasing process to further enhance the fan experience at the 90,000-seat national stadium, the home of the national team and the FA Cup final.

Budweiser has also pledged to continue its investment in grassroots and elite-level initiatives as part of the extended agreement.

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 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.”

Budweiser will replace Carlsberg as the official beer partner of the national team following the World Cup in Russia.

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