U.S., Canada Considering '26 World Cup Bids Univ. Of Michigan Spurns Adidas For Nike Carli Lloyd Seeks Whole Foods Endorsement Eichel Creating Demand For Sabres Jerseys Delta To Lease Boeing 757sTo NBA Teams Could NWSL Expand To Canada? Marketplace Roundup Carli Lloyd Demand Spikes After WC Final Andy Murray Picky With Endorsements NBC Lands New Advertisers For Race Coverage
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).