The Football Association has announced Budweiser as the new lead partner of The FA Cup, succeeding E.ON, with the competition to be known as 'The FA Cup with Budweiser'.
Budweiser, also officer beer of the FIFA World Cup for the last 25 years, plans to bring ‘the world’s most prestigious cup competition closer to the fans’ as well a promote responsible drinking to supporters.
During the press conference at Wembley, Budweiser spoke of the ‘magic’ of the competition and how both brands global reach could benefit one another.
FA general secretary Alex Horne said: “We are extremely pleased to have secured an iconic brand such as Budweiser to be the lead partner of The FA Cup. Like The FA Cup, Budweiser has a proud heritage and a long history of being involved in football.
"Furthermore, given the global reach of this sponsorship, we will see The FA Cup promoted around the world like never before which is great for the fans and the players. The FA Cup is already a much-loved competition around the world and we look forward to building on that passion with Budweiser."
Peter Daire, who led the FA’s sponsorship team on the deal, added: "Being able to work with a brand like Budweiser, with its scale and marketing expertise, is a great boost to The FA Cup and I look forward to making the partnership a success for both parties, and most importantly, for fans and competing clubs."
Chris Burggraeve, chief marketing officer at AB InBev, Budweiser’s parent company, said: "AB InBev is a long-standing supporter of football around the world. We share The Football Association’s ambitions to showcase the tournament globally, uniting the millions of fans around the world who anticipate The FA Cup each year."
Gary Pallister, Ray Wilkins and Sir Trevor Brooking were also present at the announcement, sharing their FA Cup memories.