Budweiser has been named as the new lead sponsor of the FA Cup.
The AB InBev brand takes over from energy giant E.on for a three-year deal. Budweiser adds the world’s oldest football cup competition to a sponsorship roster that also includes the FIFA World Cup.
“We're looking forward to sharing our passion for the beautiful game, bringing the FA Cup closer to fans around the world through an exciting programme of activity,” said Budweiser global vice-president Jason Warner.
FA general secretary Alex Horne added: “Like the FA Cup, Budweiser has a proud heritage and a long history of being involved in football. Given the global reach of this sponsorship we will see the FA Cup promoted around the world like never before, which is great for the fans and the players.”
Budweiser will help fund a responsible drinking programme alongside the FA.
Budweiser brewer AB InBev powers on in 2010 (3 March 2011)
AB InBev drinks to Budweiser's World Cup tie-in (12 August 2010)