Kings of the Premier League, helmed by Soccer AM presenter Adam Smith, will air on the last Friday of each month at 8pm on Sky Sports Premier League, YouTube and video-on-demand with the first edition premiering tonight, including a guest appearance by Sol Campbell.
Each 20-minute programme will feature chat with retired footballers, social media influencers and celebrities who will all be invited to share their thoughts and analysis on the latest results.
Jessie Landers, senior brand manager at Budweiser, added: “The Budweiser sponsorship of the Premier League celebrates the Kings of the game and aims to bring fans closer to their Premier League heroes. The Kings of the Premier League show does just that – by connecting players, pundits and influencers directly with viewers.”
Budweiser will build anticipation for the new format via linear spot advertising, Pub TV feeds, social posts on Sky Sports and Football Daily channels, and video-on-demand advertising.
Over the summer Budweiser introduced the next phase of its irreverent 'Dilly Dilly' campaign in a major Bud Light push.