Anheuser-Busch InBev speaks out as Heineken takes over Major League Soccer tie-up
Budweiser will no longer be Major League Soccer's official beer from January
Anheuser-Busch InBev has vowed to continue to “actively support” US soccer despite its 17-year sponsorship of Major League Soccer (MLS) through its Budweiser brand ending.
Yesterday, A-B InBev's rival Heineken announced it had agreed a “long-term” deal to make its namesake lager brand the official beer of MLS. Heineken will replace Budweiser from January.
But, in a statement to just-drinks, Mike Sundet, A-B InBev's sports & entertainment marketing VP, said the company will continue to back the sport. “We have enjoyed our partnership with MLS as the official beer sponsor for more than 17 years, and will continue to actively support the sport through individual team sponsorships," he said.
Sundet added: “We remain committed to soccer in the US and beyond, with active partnerships that embed our brands in passionate fan bases. Additionally, we’re excited about key partnerships with US Soccer and the Mexican National Team, which allow us to engage with fans across the country and continent.”
A-B InBev is also loosening its ties with the game in England. Earlier this year, the brewer confirmed to just-drinks it would not be renewing Budweiser's sponsorship of English football's FA Cup.
We finally have some numbers to play with in Anheuser-Busch InBev's tussle with SABMiller. Add in a deadline that is only days away, and we've got ourselves our own drinks industry cliffhanger going o...
Anheuser Busch-InBev's Canadian unit Labatt Breweries of Canada has purchased Toronto craft brewer Mill Street Brewery. ...
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