Budweiser launches range of football-focused activity to support Budweiser Dream Goal 2016 and the Emirates FA Cup


Budweiser has today unveiled an array of off-trade football activity celebrating its ongoing global association with the sport. Budweiser’s trade activity will support the return of Budweiser’s Dream Goal campaign, as well as its position as the official beer brand of the Emirates FA Cup. Budweiser’s association with the game will also be amplified with activity to celebrate a summer of football.

Retailer partnerships

To support Budweiser’s football activity in store, Budweiser will be undertaking a partnership with Sainsbury’s. Sainsbury’s shoppers will be placed into a ‘swipe to win’ prize draw when they use their Nectar card to purchase Budweiser products. All users will also be in the running to win one of 10 personalised and Budweiser branded 11-a-side football kits created via Nike kit builder; an online platform from Nike that allows users to design their own kits for themselves or their team. Nike kit builder allows users to add player names and numbers, as well as team crests and logos.

Other retailers, including Tesco and convenience stores, will be running promotions with Budweiser offering the chance to win Emirates FA Cup tickets, signed FA Cup merchandise and football kits.

Emirates FA Cup

As Official Beer of the Emirates FA Cup until 2018, Budweiser will continue to bring the world’s most prestigious cup competition closer to fans through an exciting programme of activity. This will include a continuation of the Budweiser Club Futures programme, which has invested £1m into non-league football over two seasons, supported by The FA and the League Manager’s Association.

Furthermore, Budweiser will amplify its position as the official beer of the Emirates FA Cup with a number of on and offline activations. This includes a partnership with Amazon centred on an online Emirates FA Cup game, hosted on Facebook. The game enables users to guess which teams will win Emirates FA Cup matches for the chance to win Budweiser Amazon Pantry Vouchers.

Laura Salway, Senior Brand Manager at Budweiser, says: “Budweiser has a long-standing association with football, and we’re undertaking more activity than ever this year to support important football occasions taking place throughout 2016 – this includes the Emirates FA Cup and of course, our own Dream Goal competition.

“Our off-trade activity will further cement Budweiser’s association with football, whilst allowing participating off-trade establishments to maximise on the occasion with exclusive, exciting offerings for customers.”

A summer of football  presents an additional opportunity for the brand, and Budweiser will continue to support football fans with bespoke promotions and deals. Budweiser is also looking to partner with Pringles to target football fans to ensure that they have all the snacks they need to watch the football in style.

Budweiser Dream Goal 2016

Cementing these activations is Budweiser’s returning Dream Goal campaign – challenging British amateur footballers to submit videos of their ‘dream goals’ in the hope of winning the ultimate prize – to star in Budweiser’s spring TV ad campaign supported by Sky Sports.