SBD/June 14, 2011/Marketing and Sponsorship

FA Cup Hopes Anheuser-Busch Sponsorship Will Expand Event's Popularity Globally

England's FA is "looking to use a new sponsorship deal with Budweiser to promote the FA Cup globally, taking on internationally popular competitions" such as the EPL and the UEFA Champions League, according to John Reynolds of MARKETING MAGAZINE. The FA's deal with Anheuser-Busch, set to be announced this week, "will be activated in New York to help push the brand across the US, China and the Middle East." The deal is "thought to be worth" about US$13.2M annually. Previous FA Cup sponsors "have primarily concentrated their marketing around the tournament" in the U.K. (, 6/14). Meanwhile, in London, Charles Sale reported the FA has dropped IMG “as their sponsorship agency partners.” It is thought that IMG “played little part in the FA securing Vauxhall’s backing for the England team,” as well as Budweiser’s sponsorship of the event. However, Club Wembley “will continue to use IMG to help sell corporate seats at the national stadium” (London DAILY MAIL, 6/8).

YOUR NAME HERE: German Bundesliga club Bayer Leverkusen took out a quarter-page ad in today's Financial Times to advertise the club's vacant jersey sponsorship. The ad places "Your Brand" across the chest of a Bayer Leverkusen jersey and reads in part, "Come and play the Champions League with us!" (THE DAILY).
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