Budweiser's deal with Kyle Walker and his England teammates is the biggest in the FA's history.GETTY IMAGES
Budweiser will replace Carlsberg as the official beer partner for the England men's national football team, "marking the biggest deal" in the FA's history, according to Rebecca Stewart of THE DRUM. As well as teaming up with the national side, the AB InBev-owned brand "will take over the taps at Wembley Stadium." The move will further deepen Budweiser's ties to the the sport, "with it also renewing its partnership with the FA Cup" which has been in place since '15. Budweiser will take on the sponsorship from the start of the '18-19 season. The deal "also includes significant investment to upgrade the fan experience at Wembley Stadium," with AB InBev saying that it will "serve up premium brands from its portfolio" on matchdays (THE DRUM, 2/28). MORNING ADVERTISER's James Beeson reported as part of the agreement, Budweiser will "continue to play an active role in investing in grassroots and elite level initiatives in football." Since '12, Budweiser has invested more than £1.3M ($1.8M) directly into English football through initiatives such as the Budweiser Club Futures program, which makes an annual grant to a grassroots football club competing in the FA Cup (MORNING ADVERTISER, 2/28).
