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SBD/June 16, 2011/Marketing and Sponsorship
Carlsberg Extends Longtime Sponsorship Of England's FA Through '14
Published June 16, 2011
THIS BUD'S FOR YOU: The FA and A-B this morning formally announced Budweiser's new title sponsorship of the FA Cup, which will now be known as the FA Cup with Budweiser (FA). In London, Justin Allen reports it is a three-year deal "understood to be worth" approximately US$12.9M annually. Budweiser replaces E.ON as title sponsor of the annual tournament after the Germany-based utilities company stepped down after five seasons (THESUN.co.uk, 6/16). This marks the "first US sponsor" of the FA Cup. The deal means both of England's "domestic cups are now sponsored by beer brands," as Carling titles the League Cup (BBC.co.uk, 6/16).