Budweiser Lands League Sponsorships With EPL, LaLiga

Seeking additional global marketing muscle for its Budweiser brand, A-B InBev has secured league-level sponsorships with the EPL and Spain’s LaLiga. 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 China, the U.K., India, much of Central and South America, parts of Africa, East Asia and elsewhere. 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.