LONDON: The Football Association has announced an expanded long-term partnership with Budweiser.
The Anheuser-Busch-owned company will succeed Carlsberg as the ‘official beer’ of the England men’s national team.
The Danish brand’s 22-year association with the FA expires at the end of World Cup in Russia in June and July.
Additionally, Budweiser will remain the official beer of Wembley Stadium and the FA Cup domestic knockout competition, which it also title sponsored for three seasons until 2014. The financial terms of the agreement have not been made public, although the FA said that it is the largest beer sponsorship deal in its history.
The deal expands a partnership which first began in 2012. Since then, Budweiser has invested over UK£1.3 million directly into English soccer through initiatives such as its Budweiser Club Futures programme, which it will continue to run alongside a number of other grassroots initiatives.
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