As the official sponsor of the FIFA Women’s World Cup and the England Football teams, Budweiser – part of Budweiser Brewing Group – is launching its biggest ever Off-Trade campaign in the UK, with a whole host of tailored mechanics across the grocery and convenience channels.
Budweiser has been the official sponsor of the England Women’s team since 2019. To celebrate this incredible football moment, the first ever official beer of the FIFA Women’s World Cup will be hero-ing England with its biggest ever campaign to help retailers excite customers. Budweiser will flex its messaging throughout the consumer journey from awareness (through nationwide, through-the-line comms) to purchasing decisions through the launch of promotional packaging.
Limited-edition packs, which will be available across Budweiser bottles and cans, will feature the FIFA Women’s World Cup trophy and a scan-to-win mechanic where shoppers can win TVs, free beer vouchers or PerfectDraft machines. Prizes include Budweiser branded bucket hats at ASDA, as well as COOP offering the chance for fans to get their hands on a Budweiser BBQ Bundle.
To help generate excitement around the competition, there will also be an array of point of sale and displays that hero these legendary players bringing consumers closer to the Lionesses than ever before. These include out-of-home (OOH) adverts and front of store displays that feature the England players alongside Budweiser products.
Budweiser is working with retailers to tap into consumer excitement around the tournament, offering limited-edition prizes to further engage supporters and increase sales throughout the competition. The 2018 FIFA World Cup Russia saw an 18 per cent increase in sales in the beer category than average for the year, equating to an additional 1.4m shoppers.
The sponsorship also demonstrates the beer brand’s ambitions to support women’s football celebrating the team’s journey towards greatness. As the official sponsor of the FIFA Women’s World Cup and England Women’s Football team, Budweiser has a deep affinity with the players, sports, and the fans and an amazing history of connecting the fans with their national team.
“With not long to go until this first match of the FIFA Women’s World Cup 2023 tournament, excitement is already high,” says Mark Wingfield-Digby, Off-Trade Sales Director at Budweiser Brewing Group. “At Budweiser, we’re big believers in the power of football to bring people together which is why we’re excited to launch our new limited-edition packs which will help shoppers get behind the Lionesses throughout the tournament.”
Furthermore, Budweiser has taken their campaign through the line for maximum impact, with above-the-line media mirroring the brand’s trade campaign. Budweiser’s hero film brings to life the England team’s journey to greatness as they take on the FIFA World Cup – the greatest title of all. The campaign has been live from 19 June, with the hero film landing in advance of the tournament kick-off, and will be unmissable across platforms such as social media, OOH and Video On Demand. It will include some of the sport’s best known stars including Beth Mead, Karen Carney and a host of other exciting characters.