Budweiser teams up with Premier League for new show pairing footballers and musicians

Budweiser and the Premier League have teamed up to bring footballers and stars of music together in a new content series, Behind The Game.

Launching globally on 12 April, the new show is part of the extended partnership between Budweiser and the Premier League, who have co-developed the authentic and engaging entertainment series. Behind The Game gives fans a unique insight into the icons of their favorite sport and music, with guests sharing stories of their unknown passions.

Former Arsenal striker Ian Wright hosts the show, in which guests partake in Budweiser bar games while discussing their careers and off-pitch interests, as well as the challenges and triumphs they have faced along the way.

“I’m so excited for you all to see this show. It’s been a privilege to get to know these talented footballers and musicians,” said Wright. “When you’ve faced the same pressures, criticism, joys and moments of self-doubt as a person, and you find common ground in your experiences, you can get a lot from a conversation. Some of their bar game skills need some work, though!”

Todd Allen, global vice president, Budweiser, said: “The Premier League is a world-class football league; our partnership allows us to further connect with key consumers and football fans across the globe. We are thrilled to extend our partnership in a meaningful way that goes beyond traditional sponsorship.

“This new series builds on our deep experience producing original content that connect our brand with culture, and we are excited to be at the forefront of sharing these stories.”

Will Brass, Premier League chief commercial officer, added: “We are delighted to be working with Budweiser to deliver a new show to fans around the world, bringing footballers and musical icons together to share stories and talk about how they made it to where they are today.

“There is so much crossover between the worlds of football and music and we are excited to show the stars of these films in a different light, with the conversations brought together perfectly by Ian Wright.”

Following the premier of each episode fans can watch the full series on the Premier League YouTube channel starting 12 April. Additionally, the show is also being made available to the League’s international licensees. Fans can also access Budweiser-exclusive content on the brand’s social channels.

Behind the Game will feature the following guests:

• Newcastle United forward Callum Wilson with British rapper and poet Kojey Radical
• Everton forward Alex Iwobi with British jazz artists Ezra Collective
• Aston Villa goalkeeper and Argentina’s FIFA World Cup 2022 winner Emiliano Martinez with Argentinian model, actress and singer Oriana Sabatini
• West Ham United’s Jarrod Bowen with British singer, songwriter and rapper Tinie Tempah
• West Ham forward Michail Antonio with British singer and songwriter Ray Blk