Budweiser ends FA Cup sponsorship after three years

FA Cup: Budweiser has sponsored the competiton since 2012
FA Cup: Budweiser has sponsored the competiton since 2012

Budweiser has confirmed it plans to end its sponsorship of The FA Cup at the end of the 2014/15 season, focusing its attention instead on its deal with FIFA to sponsor the next three World Cups.

The Anheuser-Busch InBev-owned beer brand took over from energy firm E.ON as title partner in 2012, with plans to build a global audience for The FA Cup to match competitions such as the Premier League and the Champions League.

Budweiser looked to activate its sponsorship with a number of digital innovations, including streaming the first ever FA Cup match on Facebook, and building content around a star-studded, newly-created football club called Wembley FC.

The brand also agreed to invest £1m in grassroots football across the UK between 2012 and 2014.

Iain Newell, Budweiser’s on trade sales director, said: "We are proud of our support for the world's most prestigious domestic cup competition. The partnership has been great for Budweiser, fans and clubs around the UK.

"We continue our long-standing association with football through Budweiser's sponsorship of the 2014 FIFA World Cup in Brazil, and the 2018 and 2022 tournaments."

Stuart Turner, the Football Association’s commercial director,  added: "Budweiser has embraced The FA Cup and we're grateful for their support.

"The cup retains a special place in English football and it remains an important competition, not just in England, but across the globe. Next year, The FA Cup will move to the BBC's platforms and we are very excited about its future."

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