Budweiser Football inks deal with Spanish 'king' Sergio Ramos in Deutsch NY's debut work

Budweiser is making a concerted push in football by partnering with decorated Spain and Real Madrid player Sergio Ramos, using his tattoos to tell a story of 'greatness'.

This marks Deutsch NY’s first work for the Budweiser global football account, having been appointed late last year.

Anheuser-Busch InBev brand's 'Be a King' campaign sees Ramos' body serve as a canvas, meanwhile, his tattoos tell the story of his ascent to greatness as the nation's most capped player, and a World Cup and Champions League winner.

Inked in as part of the deal, and similar to the Ed Sheeran Heinz bottles, retail partners are selling limited edition Ramos tattoo buds. There's further content to come on the @BudFootball social media account this season.

View this post on Instagram


A post shared by Budweiser Football (@budfootball) on

Steve Arkley, Budweiser global vice president, said: “Budweiser is proud to celebrate the journey of Sergio Ramos as a king of global football and one of the greatest players of his generation.

“We’re excited to spotlight his story in such a unique way for football fans worldwide with the ambition of inspiring them to step up and pursue their greatness.”

Bud's football portfolio includes recently signed, multi-year partnerships with Spanish LaLiga and the English Premier League, two of the top international football leagues and a three-decade partnership with the Fifa World Cup.

Vote for the campaign below in The Drum's Creative Works.

Overall Rating
3/5 Vote

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.