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Volume 26 No. 65
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Budweiser's Deals With EPL, LaLiga To Run For Three Years

A-B InBev has secured league-level sponsorships with the EPL and Spain’s LaLiga as it seeks additional global marketing muscle for its Budweiser brand. The deals allow A-B InBev the use of league IP, collective use of club marks and images of players on packaging and in other marketing. The new sponsorship rights will allow the brewer to leverage EPL and LaLiga marks in multiple countries, including China, the U.K. and Australia. The deals notably do not include Spain. Much of A-B InBev’s initial activation will begin next month at the start of the soccer seasons. There has already been some Budweiser stadium signage evident during recent EPL friendlies in China (Terry Lefton, THE DAILY).

MARCA reported Budweiser could bring together LaLiga and the EPL for joint activities, "which are uncommon for two leagues that are competitors." For LaLiga, Budweiser becomes its second-most important partner behind Banco Santander, the title sponsor of both LaLiga and the Spanish second division (MARCA, 7/23). In Madrid, Estela S. Mazo reported the deal will reportedly run for three years. Once LaLiga's beer deal with Spanish brand Mahou expires in '20, the league "will explore its options" for the category in Spain, "which could be Budweiser or a traditional brand from the Spanish market" (EXPANSIÓN, 7/23).

COUNTRIES INCLUDED IN DEALS
Argentina
Paraguay
Australia
Peru
Chile
Russia
China
Saudi Arabia
Colombia
South Africa
Ecuador
South Korea
India
Spain
Ireland
U.A.E.
Japan
U.K.
Mexico
Uruguay
Nigeria
Vietnam
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Budweiser Sponsorship Chart