Bud Light to sponsor England team
AB Inbev has chosen Bud Light to be the official beer of the England team as Harry Kane and co bid to bring football home at future tournaments.
Carlsberg called time on its 22-year sponsorship of the Three Lions in February, saying it wanted to devote more resources to concerts and festivals instead.
Budweiser snapped up the opportunity, and supplier AB Inbev has now revealed that Bud Light will be the brand championed at England games.
Aina Fuller, marketing manager at Bud Light UK, said: “Since hitting the UK in 2017, Bud Light has Dilly Dilly’d across the country, and seen some of the strongest growth across the category.
“This exciting new partnership allows Bud Light to share its passion for football with British fans, allowing us to engage an even wider audience.”
“The pride and joy that the England team will continue to ignite in the nation since the FIFA World Cup make this partnership even more exciting for us, and we look forward to embarking on this journey together – Dilly Dilly!”
For the uninitiated, Dilly Dilly is the catchphrase in Bud Light’s TV ads. The 3.5% abv brand was relaunched in the UK in February 2017 and it has grown sales exponentially on the back of widespread distribution.
It has already overtaken category staples like Tiger and Grolsch, and now it is closing in on Carlsberg Export, Leffe and Sol.
Mark Bullingham, the FA’s commercial and marketing director, said it is the largest official beer partnership deal that the FA has ever inked.