Budweiser launches range of football-focused activity to support Budweiser Dream Goal 2016 and the Emirates FA Cup


Budweiser has today unveiled an array of off-trade football activity celebrating its ongoing global association with the sport. Budweiser’s trade activity will support the return of Budweiser’s Dream Goal campaign, as well as its position as the official beer brand of the Emirates FA Cup. Budweiser’s association with the game will also be amplified with activity to celebrate a summer of football..

Retailer Partnerships

To support Budweiser’s football activity in store, Budweiser will be undertaking a partnership with Sainsbury’s. Sainsbury’s shoppers will be placed into a ‘swipe to win’ prize draw when they use their Nectar card to purchase Budweiser products. All users will also be in the running to win one of 10 personalised and Budweiser branded 11-a-side football kits created via Nike kit builder; an online platform from Nike that allows users to design their own kits for themselves or their team. Nike kit builder allows users to add player names and numbers, as well as team crests and logos.

Other retailers, including Tesco and convenience stores, will be running promotions with Budweiser offering the chance to win Emirates FA Cup tickets, signed FA Cup merchandise and football kits.

Emirates FA Cup

As Official Beer of the Emirates FA Cup until 2018, Budweiser will continue to bring the world’s most prestigious cup competition closer to fans through an exciting programme of activity. This will include a continuation of the Budweiser Club Futures programme, which has invested £1m into non-league football over two seasons, supported by The FA and the League Manager’s Association.

Furthermore, Budweiser will amplify its position as the official beer of the Emirates FA Cup with a number of on and offline activations. This includes a partnership with Amazon centred on an online Emirates FA Cup game, hosted on Facebook. The game enables users to guess which teams will win Emirates FA Cup matches for the chance to win Budweiser Amazon Pantry Vouchers.

Laura Salway, Senior Brand Manager at Budweiser, says: “Budweiser has a long-standing association with football, and we’re undertaking more activity than ever this year to support important football occasions taking place throughout 2016 – this includes the Emirates FA Cup and of course, our own Dream Goal competition.

“Our off-trade activity will further cement Budweiser’s association with football, whilst allowing participating off-trade establishments to maximise on the occasion with exclusive, exciting offerings for customers.”

A summer of football  presents an additional opportunity for the brand, and Budweiser will continue to support football fans with bespoke promotions and deals. Budweiser is also looking to partner with Pringles to target football fans to ensure that they have all the snacks they need to watch the football in style.

Budweiser Dream Goal 2016

DG_2016_Red_WithLineCementing these activations is Budweiser’s returning Dream Goal campaign – challenging British amateur footballers to submit videos of their ‘dream goals’ in the hope of winning the ultimate prize – to star in Budweiser’s spring TV ad campaign supported by Sky Sports.

Budweiser Dream Goal challenges British amateur footballers to submit videos of their ‘dream goals’ in the hope of winning the ultimate prize – to have their goal analysed on TV by football greats and star in Budweiser’s spring TV ad campaign supported by Sky Sports.

The Budweiser Dream Goal competition is only open to people of 25 years of age and above. T&Cs apply. Closes 25.04.16

About AB InBev

AB InBev UK Ltd is the UK trading subsidiary of Anheuser-Busch InBev SA/ NV, a Belgian-based public traded company (Euronext: ABI) and global top 5 consumer goods company. In the UK, AB InBev employs nearly 1,000 people in our two breweries and local headquarters. We are proud to offer the UK’s leading premium beer and cider brands, including global brands Budweiser®, Corona® and Stella Artois®; international brands Beck’s®, Leffe®, and Hoegaarden®; and local champions Bass® and Boddingtons®. We are a founding member of the Portman Group, member of the British Beer and Pub Association, supporter of the Drinkaware Trust, have partnered with the Alcohol Education Trust and are a signatory to a number of pledges as part of the Public Health Responsibility Deal. We have set ourselves the goal through our people, products and work to be the Best Beer Company Bringing People Together for a Better World. Learn more at www.ab-inbev.co.uk or on Twitter through @ABInBevUKI_News.

For more information about Anheuser-Busch InBev, please visit www.ab-inbev.com.

About Budweiser and The Emirates FA Cup

In 2015 Budweiser announced a new long-term agreement with The FA, which will see the iconic brand become the Official Beer of The FA Cup until 2018.

Budweiser is a long-standing supporter of football around the world. It has served as the Official Beer of the FIFA World Cup since 1986 and most recently ran a hugely successful campaign in Brazil during the 2014 tournament.

About Budweiser Club Futures

The Budweiser Club Futures programme is a grant scheme for non-league clubs in steps 5–7 of the English football pyramid funded by The FA Cup official beer sponsor, Budweiser. Budweiser has invested £1m into non-league football as part of the scheme over two seasons to 16 different football clubs across the UK, reinforcing its ongoing commitment to supporting grassroots British football as part of its global association with the sport.

Those grants have helped clubs become more financially sustainable by improving their facilities. Some of those projects included installing new spectator stands, renovating clubhouse facilities and restoring changing room facilities. This helps clubs grow and play an even larger role in their local community. In 2016, Budweiser are continuing to show their commitment to grassroots football by investing another £100,000 into Club Futures – of which six clubs from across the UK will be eligible to win.

Budweiser Club Futures is part of Budweiser’s wider commitment to promoting Responsible Drinking, and each successful club will be given additional funding to run a community based Responsible Drinking activity in their area. Example activities include the promotion of a Designated Driver, encouraging families to educate their children about alcohol responsibility through the Family Talk programme and Good Sport – a training programme in responsible bartending

AB InBev UK and Responsible Drinking

As the world’s leading brewer, AB InBev is committed to promoting responsible drinking, including through the marketing of our products, providing information and choice to our consumers, supporting alcohol education and working in partnership with others.


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