Budweiser celebrates Global Football Champion in latest Beer of Kings campaign

Budweiser Brewing Group UK&I, a proud part of Anheuser-Busch InBev (AB InBev), announces that its global brand, Budweiser, has launched a new partnership with Sergio Ramos, football champion and current captain of Real Madrid and the Spanish national team, as part of its ‘Beer of Kings’ campaign.

The partnership will bring fans closer to the football legend by rolling out limited-edition aluminium bottles featuring exact replicas of Ramos’ tattoos, creating stand-out on shelf to drive value sales for customers.

By purchasing these special-edition bottles fans can unlock exclusive content which offers a deeper perspective, in Ramos’ own words, into the meaning of each of the tattoos. The limited-edition bottles will be available through e-commerce and at participating convenience retailers across the UK.

As one of the greatest defenders of his generation, Ramos’ ‘Beer of Kings’ campaign celebrates his stand-out career in advance of his latest milestone, the soon-to-be most capped player ever for Spain. Ramos embodies the ambition of the Beer of Kings and Budweiser celebrates his journey to becoming truly one of football’s greats by using the meaning and symbolism of his tattoos to showcase his achievements.

“I’m very excited to partner with Budweiser, a leading global brand who shares my passion and commitment for the sport of football,” Ramos said. “I look forward to sharing my story in a unique way with my fans around the world to inspire them to see that greatness is within all of us, you just need the confidence to step up.”

To kick off the partnership, Budweiser released a hero film highlighting Ramos’ journey from Sevilla to the top of global football. The video shows Ramos without any of his trademark tattoos. As the story unfolds, his ink slowly re-appears on his skin as the video plays out his most notable achievements. This iteration of the ‘Beer of Kings’ campaign delivers Budweiser’s ambition to inspire consumers to taste greatness with a king of the game, Sergio Ramos.

“Budweiser is proud to celebrate the journey of Sergio Ramos as a king of global football and one of the greatest players of his generation,” said Steve Arkley, Budweiser Global VP. “We’re excited to spotlight his story in such a unique way for football fans worldwide and our ambition is to inspire consumers to step up and taste greatness.”

Budweiser’s football portfolio has continued to grow with the recent signing of multi-year partnerships with two of the top international football leagues: the Premier League and LaLiga. As a long-time partner of the FIFA World Cup™, Budweiser’s association with football is well-known. The Sergio Ramos’s ‘Beer of Kings’ campaign continues to broaden its support for the beautiful game.