Budweiser brings the game to the Kings of Africa

Anheuser-Busch InBev’s (AB InBev) most prominent global beer brand, Budweiser, has announced a major multi-year sponsorship with arguably the biggest two football leagues in the world; the English Premier League and the Spanish La Liga, and will kick off the 2019/20 season.

The main focus of this sponsorship is to bring fans in over 20 countries (including South Africa), across 5 continents, closer to their international football heroes. An objective set to be achieved through a series of unique  and enthralling fan-engagement programmes.

Having earned its credentials with 30 years’ experience as sponsors of various events worldwide, the brand has established itself as the perfect beer for high-energy, premium celebratory occasions, making it a fitting partner to these iconic leagues. Furthermore, the brand boasts deep roots within global football, as verified by their historical sponsorship of the FIFA World Cup and, recently, the highly contested English FA Cup.

For the official South African launch, former Chelsea and Real Madrid midfielder Michael Essien, along with renowned South African football players Kagisho Dikgacoi, Aaron Mokoena, Tokelo Rantie, Nasief Morris and Tsepo Masilela, endorsed the sponsorship through the “Be A King” campaign. And as they all plied their trades in both leagues during the course of their careers, they shared their experiences and allowed for deeper insight into both leagues respectively.



The “Be a King” campaign seeks to inspire Mzansi football lovers to celebrate the Game of Kings by bringing them closer to the kings of the game through activations; including exclusive viewing parties, limited edition packaging showcasing the iconic league trophies, broadcast media assets and content partnership designed to celebrate the greatness of the player on the field and the cultural impact of the players off the field. 

Speaking at the launch, Budweiser SA Marketing Manager Thomas Lawrence said “Budweiser has a strong and enduring legacy within the world of sport, specifically football, and we look forward to connecting South African football enthusiasts to the Premier League and La Liga.

Football fans are challenged to be “Kings” in every aspect of their lives and this will be realized through their interactions with the various ”Kings” of football across the globe, starting right here at home with the likes of  Aaron Mokoena, Kagisho Dikgacoi and Nasief Morris, while also highlighting other passion points closely related to our brand such as fashion,  music and much more.”

“This campaign is a celebration of a sport so many South Africans enjoy and will reflect the entertainment value fans experience with football, music and the most valuable beer – Budweiser in their hands” Lawrence added.

His words were echoed by launch ambassador, Michael Essien: “Football is a global language that is celebrated across the globe. It is exciting that an international brand as big as Budweiser is connecting South African fans to a league many only experience from afar. Football fans celebrate like kings and it is wonderful that they are given this platform to reach their true potential as rulers of the game” he concluded.

This announcement reinforces Budweiser’s commitment to global football and its passionate fan-base. The will highlight top players as the champions of football and culture, showing players’ additional passions from fashion to music and art through body modification.

The 2019-20 La Liga season, also known as La Liga Santander is scheduled to on 17th August 2019 till 24 May 2020, while, the Premier League’s 2019/20 season starts on Friday 9 August 2019.