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Anheuser-Busch InBev has teamed up with two of Europe's highest-profile football leagues to promote Budweiser in around 20 markets.

The partnership deals with England & Wales' FA Premier League and Spain's LaLiga have been unveiled today, with Budweiser-fronted activity set for countries including Chile, China, India, Nigeria, South Africa and the UK. The "multi-year" agreements, financial details of which were not disclosed, will include both on- and off-premise campaigns for Budweiser across five continents.

The LaLiga tie-up will not include the league's home market.

Included in the activity lined up as part of the agreements, Budweiser will host "exclusive" match-viewing parties, while the brand will have trophy-themed packaging in the off-premise channel. In the UK, the brand will also offer consumers the chance to win match tickets via on-pack promotions.

"We are excited to kick-off these long-term partnerships with the Premier League and LaLiga," said A-B InBev's recently-appointed CMO, Pedro Earp. "These partnerships will allow us to further connect with key consumers and football fans across the globe."

The campaigns kick off next month, coinciding with the start of the football season in Europe.

Figures released late last year showed A-B InBev leading the way among global brewers in sports sponsorship spend. The group invested almost US$250m on sport-centred activity for Bud Light in 2017, according to GlobalData's Sportcal division.

The ethical investor is here, how second-quarter reporting season is shaping up and the troubles ahead for Anheuser-Busch InBev - The just-drinks Analyst


Expert Analysis

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The Emerging 5 Beer & Cider industry profile provides top-line qualitative and quantitative summary information including: market share, market size (value and volume 2013-17, and forecast to 2022). T...

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