Anheuser-Busch has extended its partnership with FIFA to sponsor its World Cup tournament.

The US brewer announced yesterday (27 April) that its sponsorship of the event, which takes place every four years, would continue in 2010 and 2014. A-B has been one of FIFA's sponsorship partners since 1986, with the 2014 event marking the brewer's eighth consecutive tournament as a major sponsor.

"In every corner of the world, football fans share a passion for their favourite teams and players, and they enjoy watching the games with a cold beer," said Tony Ponturo, vice president of global media and sports marketing at Anheuser-Busch, Inc.

"As the most watched international sporting event, the FIFA World Cup allows Anheuser-Busch to connect our flagship brand with millions of adult beer drinkers and football fans. Since 1986, Budweiser has been a strong supporter of this tournament, and we will continue to bring fans closer to the excitement of the FIFA World Cup for the next eight years."

A-B supports its sponsorship of the FIFA World Cup both in the host country and key international markets, including use of the official tournament marks for promotional purposes, such as packaging, point-of-sale materials and other advertising. The company also receives on-field signage, outdoor billboards and pouring rights at FIFA World Cup venues.

A-B has had to loosen its grip on sponsorship rights for this year's event, scheduled to take place this summer in Germany. The brewer does not own the rights to the Budweiser trademark in Germany - those lay in the hands of fierce Czech rival Budejovicky Budvar.

As a consequence, A-B can only market Budweiser throughout the tournament as Anheuser-Busch Bud. The beer will be sold in stadiums throughout the country alongside the German brand Bitburger.