Budweiser, one of the official sponsors of the World Cup, has
struck a sponsorship deal across News International’s newspaper titles
after it failed to secure a tie-up with ITV’s World Cup coverage.
The deal, worth more than pounds 1 million, will create cross-branding
opportunities for both companies. Budweiser will sponsor editorial,
supplements, promotions and competitions about the World Cup in the Sun,
News of the World and the Times, from now until the end of the
event.
All World Cup articles in the Sun will carry the Budweiser logo, and
Bobby Robson, who has been signed by Budweiser as a World Cup spokesman,
will write a number of branded columns for the tabloid. There will also
be a World Cup competition, which will be promoted and supported by the
Sun, and advertised by Budweiser through on-pack promotions that carry
Sun branding.
News of the World will run a Fantasy World Cup Goal-mine competition
with Budweiser branding. The Times will carry Budweiser branding in a
number of its France 98 supplements and will also run a competition
sponsored by Budweiser before the football event. The deal was put
together by Budweiser’s media agency, BMP Optimum.
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