International Women's Day with Budweiser
On International Women’s Day, Budweiser has announced that it is becoming the Official Partner and the Official Beer of the England Women’s Football Team – the brand’s first ever sponsorship of women’s football.
The announcement comes on the back of the Lionesses monumental victory in the SheBelieves Cup this week, and on International Women’s Day, which is this year calling for gender balance across the world, which is particularly relevant to the institute of women’s football.
The sponsorship will see Budweiser, a long-standing partner of the Football Association (The FA) embark on its first ever sponsorship of women’s football, championing a hugely passionate and dedicated team, and continuing its longstanding legacy in football.
Budweiser will work collaboratively with the Lionesses and support their ambition as they head to France for the FIFA Women’s World Cup 2019™. The partnership aims to help drive real change in women’s football – breaking down social barriers and perceptions and showcasing the women’s game by building profile and visibility for the Lionesses.
The partnership has been signed in the run-up to International Women’s Day, which this year focuses on the theme of #BalanceforBetter, calling for gender balance across the world. This year’s focus is particularly relevant to the institute of women’s football, which is striving to make the move into the mainstream, with the tournament heralded as the watershed moment that could make this possible.
Paula Lindenberg, President for AB InBev UK & Ireland, said: “We believe that football is more than just a game – it’s a huge part of our culture, and one of the best ways to bring people together, which is why Budweiser and football share a natural affinity. We couldn’t be more excited to take this bond to the next level, by supporting the incredibly skilful Lionesses at this point in their journey.
“We believe that our value match the Lionesses’ perfectly – we champion passion and ambition – qualities that the England Women’s team display every time they step on the pitch.
“You only need to look at their winning performance in the SheBelieves Cup to see that this year is going to be epic for the team. We ultimately want the country to raise a glass and get behind them. Lionesses – this Bud’s for you!”
Mark Bullingham, Chief Commercial & Football Development Officer, said: “Budweiser is one of our long-standing partners, so we’re delighted to be taking this next step with them as they announce their partnership with the England Women’s team. After seeing their brilliant support of the England Men’s team, we’re excited to see how the Budweiser partnership will help the Lionesses reach new fans and potential new players. 2019 is set to be another historic year for the growth of support for women’s football.”
This latest partnership forms part of Budweiser’s wider support for England Football, with Bud Light becoming the Official Partner of the England Senior Men’s Team, and Budweiser being the Official Beer of Wembley Stadium connected by EE, the home of football.
As part of the long-standing relationship, Budweiser has played an active role in investing in grassroots and elite level initiatives in football. Since 2012 Budweiser has invested over £1.3m directly into English football, through initiatives such as the Budweiser Club Futures programme, which makes an annual grant to a grassroots football club competing in The Emirates FA Cup.