Budweiser is building on the theme of last winter’s The King of Beers music tie-up with a new strand focusing on sport.

The King of Sport drive will be the core element of the beer’s summer activity with stock featuring an on-pack promotion going into stores this week.

The competition’s top prize will be 10 trips to see key sporting events taking place in America with 100 pairs of tickets to Premiership football matches also up for grabs.

In line with earlier campaigns, the winning bottles have been designed with a small screen beneath the label which will play a short film giving details about the prize.

Randall Blackford, Budweiser’s UK marketing director, said the push was designed to leverage the brand’s sponsorship deals and added that a similar competition was already planned for November.

“As well as King of Sports we will continue to have an advertising package which is able to generate consumer pull.”