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Paris St. Germain has signed a three-year sponsorship deal with Anheuser-Busch InBev, making Budweiser the official beer of the defending Ligue 1 champion. Budweiser and PSG will activate the partnership in the U.S. and Europe, kicking off this week in L.A. where Budweiser will take the team's players on a boat trip. The club declined to disclose financial terms of the deal, but a spokesperson told SBD Global that both sides expect to expand the deal in the near future. It is Budweiser's first deal with a Ligue 1 team and currently its only agreement with a European football club. The brand, however, has other football-related partnerships, including the 2018 FIFA World Cup and the FA Cup. Due to legal restrictions on alcohol advertisement in France, Budweiser will receive no visibility at PSG's Parc des Princes stadium. The club will activate the partnership in different ways, a club spokesperson said. Budweiser joins Mexican beer brand Tecate, which has been a regional partner of the club since last year. PSG is currently on its second consecutive U.S. preseason summer tour. The team will compete in the Int'l Champions Cup tournament and is scheduled to play three games against Inter Milan, Real Madrid and Leicester City. The club will also continue last year's U.S. campaign with the slogan "Paris Loves US."
PSG's 2016 ICC Matches
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Matchup
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Venue |
City
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Date & Time
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PSG vs. Inter Milan
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Autzen Stadium
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Eugene, Oregon
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July 24, 5pm EDT
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PSG vs. Real Madrid
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Ohio Stadium
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Columbus, Ohio
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July 27, 7:30pm EDT
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PSG vs. Leicester City
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StubHub Center
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L.A.
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July 30, 11:30pm EDT
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