World soccer governing body Fifa has extended its sponsorship deal with beverage company Anheuser-Busch InBev to cover the 2018 Fifa World Cup in Russia and the 2022 edition in Qatar.
As part of the deal, financial details of which were not released, the Belgian-Brazilian company’s Budweiser brand will serve as the official beer sponsor of world soccer’s top competition for the ninth and tenth time.
The agreement, which builds on a 25-year partnership between the two parties, guarantees Anheuser-Busch InBev global sponsorship rights for all World Cup and Confederations Cup events up to and including Qatar 2022. The company therefore becomes the first global sponsor to sign up for the two World Cups.
In addition, Anheuser-Busch InBev will have the opportunity to leverage its portfolio of beers by extending local sponsorship rights to its leading brands in selected football markets, including Brahma in Brazil, Hasseröder in Germany, Jupiler in Belgium and the Netherlands, Quilmes in Argentina, and Harbin in China.
“We are delighted to be strengthening our relationship with Anheuser-Busch InBev even further,” said Fifa secretary general Jérôme Valcke. “Ever since joining the Fifa sponsorship family for the 1986 Fifa World Cup Budweiser has played a vital role in helping to develop our flagship event, effectively supporting us in bringing the event closer to fans all over the world.”
Anheuser-Busch InBev’s chief marketing officer Chris Burggraeve said: “We’re very pleased to extend our long-standing partnership with the Fifa World Cup. Football and sports in general are a key global consumption and celebration moment and the Fifa World Cup offers a strong and relevant global platform from which we can connect with passionate football fans around the world.”
“We’re looking forward to the opportunities presented as the Fifa World Cup tournament brings the excitement of the beautiful game to new and different places around the world, and to connecting Budweiser with even more consumers globally,” added Burggraeve.
It is expected that Fifa will set up designated drinking zones during the competition in Qatar, where the consumption of alcohol is illegal.