Budweiser has announced a raft of retail activity to tie into the launch of the second year of its amateur football competition, Dream Goal.
The campaign sees the brand hunt for the best goals scored by amateur footballers in the UK. One winner will have their effort featured in a 90-second ad set to debut on 15 May, in which the goal will be analysed by judges including former Liverpool and England defender Jamie Carragher. The victor will also receive £50,000 for the non-league club of their choosing, while five runners up will each get £10,000.
To support the initiative, Budweiser has partnered with Sainsbury’s to give away 10 personalised and branded 11-a-side football strips, created via Nike’s kit builder service. Shoppers will be placed into a ‘swipe to win’ prize draw when they use their Nectar card to buy Budweiser products.
Other retailers, including Tesco and some convenience stores, are set to run promotions offering the chance to win tickets and merchandise for the FA Cup, for which Budweiser is the official beer.
“We’re undertaking more activity than ever this year to support important football occasions taking place throughout 2016,” said senior brand manager Laura Salway. “Our off-trade activity will further cement Budweiser’s association with football, while allowing participating off-trade establishments to maximise the occasion with exclusive, exciting offerings for customers.”
Dream Goal kicked off with an advert on Sky Sports, featuring a goal from 27-year-old Fernando Moke of Chapeltown Fforde Grene football club in Leeds. Moke’s goal was submitted through a partnership between Budweiser and Grass Root Goals to inspire others to get involved.
The top contenders in the competition will be featured in weekly slots on Sky Sports during high profile matches. The winner will be chosen by Carragher along with Jamie Redknapp and Ed Chamberlin, who return from last year. As well as the TV ad, the winner will be celebrated with a wraparound cover of Sport magazine.
“Budweiser Dream Goal got off to a flying start last year, with over 1,000 amateur goals submitted from across the country,” said Salway. “This year will be all about our Sunday league stars and we plan on showing as many of our submissions as possible.”