Budweiser secures £20m World Cup tie

Budweiser has sealed the first of the second-tier sponsorship packages for the 2010 and 2014 FIFA World Cups.

The deal, said to be worth £20m, will give Budweiser pouring rights, on-field signage and use of FIFA World Cup branding.

FIFA has restructured its sponsorship arrangements for tournaments after 2006, reducing the number of top-tier commercial packages from 15 to six and adding eight second-tier tie-ups.

The lager, which is owned by Anheuser-Busch, is an official partner of the 2006 FIFA World Cup and of the English FA Premier League.

Its marketing plans for this year were hit last month when it was revealed that the Budweiser name could not be used in Germany due to an ongoing dispute with Czech brewer Budweiser Budvar (Marketing, 5 April).

Last month, airline Emirates snapped up the final top-tier sponsorship position for the next two World Cups in a £110m deal, joining Adidas, Hyundai, Sony, Coca-Cola and Visa as category-exclusive partner.

UEFA has also signed Sony PlayStation as the last of its official partners for the Champions League. From next season, the competition will have six partners, up from four. Its other partners include Heineken and Ford.

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