Sharing Budweiser: Brewer adds England women to roster alongside men’s deal

March 15 – Budweiser has expanded its English football sponsorships becoming an Official Partner and the Official Beer of the England Women’s Football Team, a moniker it already holds for the men’s team.

With the build-up to the France 2019 World Cup gathering pace and England’s women emerging as a contender for the title, the English FA have already added Lucozade as an official partner.

The Budweiser deal, like that of Lucozade, is the brewer’s first foray into the sponsorship of women’s football, though it is no stranger to English football. As well as sponsor partnerships it has invested more than £1.3 million directly into English football through initiatives such as the Budweiser Club Futures programme.

Paula Lindenberg, President for AB InBev UK & Ireland, said: “We believe that football is more than just a game – it’s a huge part of our culture, and one of the best ways to bring people together, which is why Budweiser and football share a natural affinity. We couldn’t be more excited to take this bond to the next level, by supporting the incredibly skilful Lionesses at this point in their journey.

“We believe that our value match the Lionesses’ perfectly – we champion passion and ambition – qualities that the England Women’s team display every time they step on the pitch.”

The partnership aims to help drive real change in women’s football in terms of breaking down social barriers and perceptions and showcasing the women’s game and visibility for the England women.

Mark Bullingham, chief commercial and football development officer, said: “Budweiser is one of our long-standing partners, so we’re delighted to be taking this next step with them as they announce their partnership with the England Women’s team. After seeing their brilliant support of the England Men’s team, we’re excited to see how the Budweiser partnership will help the Lionesses reach new fans and potential new players. 2019 is set to be another historic year for the growth of support for women’s football.”

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