AB InBev-owned Bud Light signed a deal with the FA to become a partner and the official beer of the England men's senior team, according to Simon Gwynn of CAMPAIGN LIVE. As part of the deal, which was first announced in February, Bud Light -- which is the best-selling beer in the U.S., but only launched in the U.K. last year -- will replace Carlsberg, which ended its sponsorship after 22 years to "shift its marketing focus towards festivals." The launch of Bud Light helped Budweiser overtake Foster’s last year to become the second-biggest beer brand in the U.K. by supermarket sales, behind only AB InBev "stablemate" Stella Artois, according to Nielsen data. Bud Light has become known for its catchphrase, "Dilly dilly," in the campaign by Wieden & Kennedy. M&C Saatchi Sport & Entertainment Managing Dir Richard Barker said that England's successful World Cup run, the visibility of players on digital channels and the popularity of both the players and Manager Gareth Southgate meant the value of the sponsorship had "gone through the roof" (CAMPAIGN LIVE, 8/14). THE DRUM's John McCarthy reported Carlsberg emphasized that it will push the "premiumisation" of its portfolio and will invest in initiatives "more suited to this." A £15M ($19M) Mads Mikkelsen-fronted campaign called "The Danish Way" underlined this. Bud Light will increase its presence at Wembley Stadium, rolling out brand advertising and a takeover of Club Wembley bars (THE DRUM, 8/14).
