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Budweiser inks first-ever sponsorship of women’s football

Budweiser toasts women’s football with a new partnership

Budweiser is getting behind the England Women’s team as an official partner as the brand extends its existing partnership with the FA into its first-ever sponsorship of women’s football.

The brand will become the official beer of the team as they prepare to head for France to participate in the Fifa Women’s World Cup 2019. It said it wants to use its partnership to help break down social stigmas and barriers for women wishing to enter the sport.

Paula Lindenberg, president for AB InBev UK and Ireland, added: “We believe that our values match the Lionesses’ perfectly – we champion passion and ambition – qualities that the England Women’s team display every time they step on the pitch.

“You only need to look at their winning performance in the SheBelieves Cup to see that this year is going to be epic for the team. We ultimately want the country to raise a glass and get behind them. Lionesses – this Bud’s for you!”

The sponsorship deal coincides with International Women’s Day, tying in with the brands desire to embrace a more 'purposeful' approach to its sport partnerships.

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