The Football Association has announced a new long term agreement with Budweiser, which will see the US drinks brand become the official beer partner of The FA Cup until 2018.
Budweiser was the title sponsor of the knockout competition between the 2011/12 and 2013/14 campaign, but decided not to renew its £9m-a-year deal last season.
Budweiser, who was the first US sponsor of the FA Cup, has also served as the official beer of the FIFA World Cup since 1986.
As official beer, Budweiser will include a continuation of the Budweiser Club Futures programme, which has invested £1m into non-league football over two seasons and was supported by The FA and the League Manager’s Association.
This news will be followed by another major announcement, due to be revealed later this month, which Budweiser claims will “reinforce the beer brand’s commitment to football”.
Nick Robinson, AB InBev UK marketing director, said: “Budweiser was proud and excited to sponsor the world’s oldest and most famous domestic cup competition and had three fantastic seasons doing so.
“Such was the success of the partnership in reaching our fans and those sharing a passion for the beautiful game, we wanted to continue to celebrate and extend Budweiser’s relationship with The FA Cup through this deal.”
FA commercial director, Stuart Turner, added: “This is fantastic news for The FA Cup. We are delighted to be continuing our relationship with Budweiser with a new package of rights tailored to their business needs. After three successful years as Lead Partner for the competition, their continued commitment is testament to the global appeal of the Cup and its ability to engage with fans around the world.”