Anheuser-Busch has insisted its inability to use the Budweiser trademark during this summer's football World Cup in Germany will not hit its attempts to promote the image of its flagship beer.

The US brewing giant is one of 15 official sponsors of the tournament, world football's showpiece event, which is due to begin on 9 June. However, A-B 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.

Nevertheless, Tony Ponturo, A-B's vice president of global media and sports marketing, was adamant that the three-week long tournament would still provide a platform on which to build the global image of the Budweiser brand.

"The world's most popular sporting event provides Anheuser-Busch with an excellent opportunity to continue to build our brand," he told just-drinks today (11 April).

"The long-standing dispute with a Czech brewer will not hamper our efforts to activate strong World Cup marketing programmes that will support our sales and image in Germany and around the world."