US Soccer and Anheuser-Busch agree ‘seven-figure’ extension

US Soccer has signed a multi-year extension of the national federation’s partnership with brewing giant Anheuser-Busch InBev.

Anheuser-Busch will remain as the official beer sponsor of the US men’s and women’s national soccer teams, prolonging the Budweiser brand’s association with the governing body that dates back to 1987.

The extension is worth seven-figures annually according to the Sports Business Journal (SBJ), and follows the US Soccer’s recent renewal with Allstate at a similar price point.

The extended deal sees the brewing company given rights to host official ‘kick-off parties’ on the nights before international matches and Anheuser Busch will also continue as the title sponsor for the player of the match awards during international fixtures.

In addition, the New York-based multinational will now serve as the official beer sponsor of the US Adult Soccer Association Amateur Cup Celebration, as well as the annual Lamar Hunt US Open Cup.

“Since the foundation of our relationship, we have been dedicated to growing the game of soccer alongside [the] US Soccer Federation and we’re excited to be strengthening our commitment to the sport of soccer and its fans,” said Matt Davis, head of sports marketing at Anheuser-Busch.

“Soccer already has a strong and passionate fanbase in the US and it’s only continuing to grow.

“We are committed to ensuring fans have unrivalled opportunities to support their teams this season and every year leading into the biggest moment this sport has to offer – the World Cups in 2023 and 2026.”

David Wright, chief commercial officer of US Soccer, added: “We are thrilled to be continuing our relationship with Anheuser-Busch who continues to demonstrate their unique ability to bring fanbases closer to the sport they love.

“US soccer fans are some of the most passionate and devoted in the entire world and deserve a partner that shares their passion. It’s not often you see a partnership that spans 35 years; however, and what’s most exciting, the best for this great partnership is yet to come.”