Budweiser close to netting World Cup deal with ITV

MARK KLEINMAN

March 07, 2002

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Budweiser close to netting World Cup deal with ITV

Budweiser's inimitable advertising style could become a key part of ITV's World Cup coverage as the brand closes in on a £3.5m deal to sponsor ITV1's coverage of the tournament.

Budweiser is understood to have edged ahead of rivals, including Coca-Cola, in the race to tie up with ITV1's live matches and highlights package, fronted by housewives' favourite Des Lynam.

Granada Enterprises is managing a sealed bid process, which was opened to non-World Cup sponsors at the beginning of the month. FIFA's official partners include Budweiser, Coca-Cola, McDonald's, Adidas, MasterCard and Philips.

Budweiser, which is owned by Anheuser-Busch, has made its name in comic, award-winning advertising, including its 'Whassup' and 'Frogs' ads.

The broadcast sponsorship will be finalised within the next six weeks.

Vauxhall's backing of ITV's 1998 coverage was criticised for its poor creative concept and the repetition of idents.

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