Budweiser name in World Cup veto

LONDON - Budweiser's grip on exclusive beer branding in Germany during the Fifa World Cup is in tatters because the Anheuser-Busch brand does not hold the rights to use its name at matches.

The Budweiser name can not be used anywhere in Germany, including the 12 stadia where World Cup matches will be played, despite the fact that the brewer paid $40m (£23m) to be one of the tournament's global sponsors.

It will still be able to use the Budweiser name in marketing elsewhere, but its dispute with Czech brewer Budweiser Budvar means it does not own the right to use the Budweiser name in Germany.

The US brewer is likely to use the name Anheuser-Busch Bud in Germany during the tournament. German brewer Bitburger challenged the use of the Bud name on its own, claiming it could be confused with its Bit brand.

It is understood that Anheuser-Busch will allow Bitburger to sell its Bit beer in stadia despite its lack of a sponsorship deal with Fifa.

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