AB InBev Partners with La Liga and Premier League, Soccer Marketing News
- AB InBev Partners with La Liga and Premier League, signing a new multi-year global deal which makes Budweiser the league’s official beer. The partnership will run across five continents and in more than 20 countries, including the United Kingdom, China, South Africa, India, Chile, and Nigeria.
We will see the beer brand activating trophy tours, viewing parties, broadcast media assets, and content collaborations.
“We are excited to kick-off these long-term partnerships with the Premier League and LaLiga, two world-class football competitions,” said Pedro Earp, chief marketing officer at AB InBev. “These partnerships will allow us to further connect with key consumers and football fans across the globe.
The King of Beers meets the Kings of the Game.
Budweiser is now the official beer of both @LaLigaEn and the @PremierLeague, because Kings support Kings. @budfootball #BeAKing pic.twitter.com/PcXyxEhiyp
— Budweiser (@Budweiser) July 23, 2019
- La Liga will stream up to 35 live pre-season games on its own OTT platform for free. Launched in March, LaLigaSportsTV will also show the coverage of the International Champions Cup (ICC) clash between cross-city rivals Real Madrid and Atletico Madrid at New Jersey’s MetLife Stadium on 27th July.
- La Liga partnered with UK-based food delivery company Deliveroo, for the 2019/20 season. Deliveroo will gain visibility across La Liga’s media platforms, including its official broadcasts, digital channels, and written press.
- FC Barcelona launched an official account on the Chinese social media platform TikTok to engage with younger fans. Barcelona will produce a ‘user challenge’ featuring first-team players as part of their launch. The deal was unveiled in time for the club’s pre-season tours of Japan and the US
Subscribe to Portada’s weekly Sports Marketing Updates!
- The Leagues Cup, the new club soccer competition featuring teams from the MLS and Liga MX, will double the number of teams to 16 for the 2020 edition of the tournament. The teams qualifying from the MLS will be those who finish in the top four of the Eastern or Western Conference during the regular season. It is limited to those who are not competing in the 2020 Concacaf Champions League.
The eight Liga MX clubs will consist of the 2019 Apertura champion, the 2020 Clausura champion, the 2019/20 Copa MX winner and the top five teams in the combined Apertura 2019-Clausura 2020 regular season standings who have not already qualified for the Leagues Cup.
- NBA star James Harden is now co-owner of MLS club Houston Dynamo. Harden has acquired a 5% stake in the club, According to Front Office Sports. The franchise has been valued at more than US$475 million.
- Ally Financial locked a multi-year agreement with potential MLS team Charlotte Soccer Bid Team. The deal designates Ally as the founding and lead partner of the team. Aside from marketing efforts, Ally plans to leverage its partnership by demonstrating its commitment to the local community.