Budweiser To Sponsor English FA Cup

BUDWEISER became the first American title sponsor of FA Cup on Thursday as organizers try to enhance the competition’s global status and ensure the final is restored as the English season’s showpiece finale.

Budweiser looks to raise the FA Cup’s profile around the world after agreeing to a three-year deal worth a reported $39m. Soccer’s oldest domestic cup competition will be known as “The FA Cup with Budweiser.”

Due to Wembley Stadium hosting the Champions League final last month, the final had to be staged on the same day of league matches for the first time in more than 50 years.

That meant Manchester City’s first FA Cup win in 42 years had to compete for attention with Manchester United winning a record 19th English title.

“Clearly it is an aspiration to get the cup final back as a day on its own without other matches,” Football Association chairman David Bernstein said at Wembley.

Budweiser is owned by Anheuser-Busch, which became the US subsidiary of Anheuser-Busch InBev NV after being bought by Belgium’s InBev in 2008. Since then, the company has been working hard to establish Budweiser as a global brand.

Budweiser is investing a large part of its marketing budget in Britain, where sales increased 36 percent last year as the beer benefited from its sponsorship of the World Cup in South Africa.

But the company contacted FIFA last month about the impact of the worst corruption scandal in the organization’s 107-year history.

“We shared with FIFA a couple of weeks ago our concerns about what was happening,” said AB In Bev’s chief marketing officer, Chris Burggraeve. “We always speak from a fans’ perspective. We want to ensure people concentrate on the game and whatever internal debates are kept internal.”

With Budweiser replacing German utility company E.ON as the main sponsor, both of England’s cup competitions are sponsored by American beer companies.

Carling, which is owned by the Denver-based Molson Coors Brewing Co., is the title sponsor of the League Cup. England’s national team is backed by Danish brewer Carlsberg.



Leave a Reply

Your email address will not be published. Required fields are marked *


The Union Jack has been published monthly since April 1982. Our readership now exceeds 220,000 throughout the USA. We serve a devoted readership comprised primarily of British expatriates, ranging from recent immigrants to war brides who relocated to the States a half-century ago, as well as a growing number of American Anglophiles. All of our readers, whether aged 25 or 75, share a common desire to maintain strong ties to Britain and the British community in America.

Union Jack’s regular advertisers include specialty shops and wholesalers, pubs, restaurants, immigration attorneys, insurance providers, financial services, shipping companies, travel agents and a variety of mail order gift suppliers, all of whom seek the unique and lucrative link Union Jack provides to one of the USA’s largest yet most assimilated ethnic markets. Our advertisers range from small ‘mom and pop’ business to larger businesses.

Circulation and Distribution

The Union Jack is a monthly tabloid newspaper, and is distributed throughout the United States via subscription and a variety of specially targeted distribution locations including British pubs, restaurants, specialty stores, as well as British government offices, consulates and business organizations such as the British American Chamber of Commerce and tourist offices.

All advertising inquiries should be directed to:

Union Jack Publishing
PO Box 1823, La Mesa, CA 91944-1823

or call us at:
(619) 466-3129

or Email us: