SBD/April 13, 2012/Marketing and Sponsorship

Budweiser Inks Deal With ESPN U.K. To Air Spots During FA Cup Broadcasts

Budweiser has signed a multi-platform deal with ESPN U.K. which will “expand their partnership to include two new ad-funded programmes” around the FA Cup, according to Maisie McCabe of MEDIA WEEK. A special segment called, “The Bench brought to you by Budweiser,” will attempt to give viewers a "behind-the-scenes experience on match days and will be broadcast as part of ESPN's live coverage of the final two stages of the FA Cup competition.” It will air prior to both the Liverpool-Everton semifinal match Saturday and ESPN's coverage of May 5 final. A Budweiser-funded documentary, “Kings for a Day -- The Giant Killers of Football,” will also air on May 5 and “will cover the role of underdogs in the competition, with vintage footage and interviews with former players and commentators.” The two “new strands of Budweiser and ESPN's partnership build on 'Every Match Counts,’ the series of short films that have documented fans' personal tales about the competition throughout the season” (, 4/13).
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