In a last-minute climb-down, Budweiser has been told it will now be able to use its abbreviated 'Bud' moniker during this summer's tournament.
Bitberger had objected to the use of the name 'Bud' in advertising in Germany around the World Cup because it sounds too similar to its brand, Bit. Its objection came shortly after Budweiser was told it could not use its full name in advertising due to rival Czech brand Budweiser Budvar holding the rights to the name in Germany (Marketing, 5 April).
Budweiser had been told it would have to use Anheuser-Busch Bud, but has reached a compromise with Bitberger. It can use 'Bud' in its advertising in Germany in return for allowing Bitburger limited unbranded pouring rights within the 12 World Cup stadia.
Budweiser, which paid £23m to become the official beer of the 2006 World Cup, recently secured the first of the second-tier sponsorship packages for the 2010 and 2014 tournaments under a revised sponsorship structure.
The brand is also the official beer of the English FA Premier League.
The US brewer's World Cup activity will include inviting fans in pubs and bars to buy five bottles of Budweiser to receive a pair of lucky pants.
It will also run an 'Extra time' on-pack promotion, which offers fans the chance to win two pairs of tickets for the semi-finals.
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