Anheuser-Busch today will announce that it has signed a four-year extension of its sponsorships of U.S. Soccer and the Mexico men’s national team's games in the U.S. The deal, negotiated by SUM on behalf of both organizations, includes both the U.S. men’s and women’s national teams. The deal provides A-B InBev the rights to use U.S. Soccer and the Mexican team marks in advertising and marketing materials at the local and national level. It also provides in-stadium signage, player appearances and activation rights. A-B InBev has been a sponsor of U.S. Soccer since ‘86, and its sponsorship of the Mexican team in the U.S. began in ‘07 (Ian Thomas, Staff Writer). The WALL STREET JOURNAL's Tripp Mickle cites sources as saying the deals are worth about $7M annually combined. The agreements are "designed to support" A-B's sponsorship of the '18 FIFA World Cup in Russia. The brewer also sponsors national teams in Argentina, Belgium, Brazil and Ukraine. A-B VP/Experiential Eelco van der Noll said that the Mexican team sponsorship "allows the company to connect Bud Light to a 'Hispanic target group that is strategically important.'" He added the U.S. deal lets A-B connect Budweiser to "Millennials, who are watching soccer around the country" (WSJ.com, 4/14).
