Advertising Sports Marketing

England football team drafts Bud Light to join Budweiser as an official beer


By John McCarthy, Opinion editor

August 14, 2018 | 3 min read

AB InBev is going all in with its England national football team partnership after a buoyant World Cup brought long-time official beer Carlsberg’s stint to a close.

Bud Light

Bud Light backs England

Budweiser seized the partnership in February, not long after Carlsberg announced it would be stepping away from the sponsorship after 22 years of support. At the time, Jason Warner, president, North Europe at AB InBev said the partnership allowed Budweiser to tap into the "nation’s biggest cultural moments".

Meanwhile, departing Carlsberg emphasised that it will push the ‘premiumisation’ of its portfolio and would to invest in initiatives more suited to this. A £15m Mads Mikkelsen-fronted campaign called ‘The Danish Way’ underlined this.

Now Budweiser sister brand Bud Light, which is undergoing a big UK push rallying around the ‘Dilly Dilly’ strapline, will tap into the FA’s platform too. It has become the official beer and partner of the England Senior Men’s Team.

As a result of this, Bud Light will increase its presence at Wembley Stadium, rolling out brand advertising and a take-over of Club Wembley bars.

Aina Fuller, marketing manager at Bud Light UK, said: “Since hitting the UK in 2017, Bud Light has ‘Dilly Dilly’d’ across the country, and seen some of the strongest growth across the category. This exciting new partnership allows Bud Light to share its passion for football with British fans, allowing us to engage an even wider audience.

“The pride and joy that the England team will continue to ignite in the nation since the Fifa World Cup makes this partnership even more exciting for us, and we look forward to embarking on this journey together.”

The brand emphasizes that Budweiser still maintains “a wider, long-term partnership” with the FA.

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