The UK division of Anheuser-Busch InBev has confirmed to just-drinks that it will not renew Budweiser's sponsorship of The FA Cup football tournament in the country.

The brewer, which announced its three-year deal with The Football Association in 2011, told just-drinks earlier today (7 February) that the tournament will seek a new lead partner after the end of this season. The existing Budweiser deal runs until May, with both sides having enjoyed “a productive and positive relationship”.

“The partnership has been great for Budweiser,” said Iain Newell, Budweiser’s on-trade sales director. “We continue our long-standing association with football through Budweiser's sponsorship of the 2014 FIFA World Cup Brazil, and the 2018 and 2022 tournaments.”

Last week, the UK's Portman Group released new guidelines covering tie-ups between alcohol companies and sport, music and cultural events