Contract details
Start date:
End date:
Status:
2019
2024
Official beer partner
Leagues and Tournaments:
Budweiser and the Premier League: A Multi-Year Sponsorship in Football
Budweiser has had a long history of collaboration with English football, first partnering with the Premier League as its official beer sponsor between 2001 and 2004. After a 15-year hiatus, the brand returned to the league with a multi-year sponsorship agreement starting from the 2019/20 season.
Global Reach and Fan Engagement Strategies
As part of its global football marketing strategy, Budweiser’s 2019 deal with the Premier League also extended to LaLiga, reaching audiences across five continents and more than 20 countries. The goal was to bring fans closer to their footballing idols through interactive experiences, digital campaigns, and sponsorship activations.
King of Beers meets the Kings of the Game. The Premier League is excited to announce a new partnership with @budfootball #BeAKing pic.twitter.com/2obyZt7uzX
— Premier League (@premierleague) July 23, 2019
One of the key initiatives launched during this partnership was the “Be A King” campaign, which aimed to inspire football fans by showcasing the journeys of the Premier League’s top players.
“Behind the Game” – A Unique Football and Music Series
In April 2023, Budweiser and the Premier League expanded their collaboration by launching “Behind the Game”, an exclusive content series that brought together football stars and music icons. Hosted by Arsenal legend Ian Wright, the show offered behind-the-scenes insights into the personal lives, challenges, and off-field interests of footballers and musicians.
Featuring interactive bar games and candid discussions, “Behind the Game” aimed to create deeper connections between fans and their favorite sports and entertainment figures.
End of Partnership and Impact on Sports Sponsorship
The Budweiser-Premier League sponsorship concluded at the end of the 2023/24 season. However, the partnership left a significant impact on sports marketing and fan engagement, demonstrating how beer brands can integrate into football culture through innovative digital activations and content-driven storytelling.
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