Dilly Dilly. Bud pours itself into LaLiga and Premier League deals

July 24 – Budweiser has increased its football sponsorship portfolio in Europe becoming the official beer of LaLiga and the Premier League in what are described as multi-year deals (usually three year-terms for both leagues).

Bud Light is already the official beer of the World Cup and of the England men’s and women’s teams.

Budweiser has long marketed itself as the King of Beers and will adapt this tag line for its new sponsorships which will feature its ‘Be a King’ campaign.

Both sponsorships start with the 2019/20 season.

Pedro Earp, chief marketing officer at Anheuser-Busch InBev, maker of Budweiser, said: “These partnerships will allow us to further connect with key consumers and football fans across the globe,” Earp said.

“We are passionate about football, and so are our consumers, so we couldn’t be prouder to celebrate the sport, the players, and most importantly, the fans.”

Budweiser launched its somewhat peculiar ‘Dilly Dilly’ catchphrase when it entered the English market with its national team sponsorships. It is a pick-up from its US campaigns.

Premier League Interim Chief Executive Richard Masters said: “Budweiser has a track record of innovative football sponsorships, including partnering with the FIFA World Cup™ over many years.

“We look forward to working together to bring our new partnership to life and capturing the imagination of our fans all over the world.”

Dilly Dilly, as the marketing guys are doubtless chanting.

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