Budweiser Announces Global “Be A King” Campaign With Sponsorship of La Liga and Premier League

New activations in more than 20 countries.

Budweiser, known as “The King of Beers,” will roll out its new campaign “Be A King” as part of these new sponsorship agreements.

Miami, Fla. (Tuesday, July 30, 2019) –

Budweiser, an international brand of Anheuser-Busch InBev, (“AB InBev”) announced last week a multiyear agreement to be a sponsor of both La Liga and the Premier League. This new sponsorship agreement will make Budweiser the official beer of the two top leagues in the world and will see activations across five continents and in more than 20 countries, including the United Kingdom, China, South Africa, India, Chile and Nigeria. Fans will be brought closer to the players they follow through a series of unique programs around the world. It The two league sponsorship will be the company’s biggest-ever integrated marketing campaign.

Separately, on July 7, 2019, Budweiser also announced a sponsorship deal with the National Women’s Soccer League (NWSL).

The new sponsorship assets include 30-second video ads for both the Premier League and La Liga that feature on-pitch action intercut with Budweiser product shots to emphasise the slogan: “Beer of Kings.”


It had been rumoured since last November that Budweiser was looking to strike a deal with the Premier League. Now, they will replace Carling as the league’s official beer partner. Meanwhile, in Spain, Budweiser’s new sponsorship cannot be activated just yet, as La Liga is contractually bound for one more season with it current deal with domestic beer brand Mahou Cinco Estrellas.

Mahou Cinco Estrellas has one more season as official beer of La Liga.

The rights in the two deals are broadly similar. Under the multi-year deals, Budweiser will get an extensive suite of rights to activate globally, including LED perimeter boards, collective image rights, on-package branding rights, and exclusive content rights.

For its Premier League and La Liga sponsorships, Budweiser has planned year-long marketing programs that will include viewing parties for fans, limited-edition packaging and content focused on seminal players both on and off the pitch.

Eelco van der Noll, head of partnerships at AB InBev, described the deals as the “missing piece in the puzzle” for Budweiser’s sponsorship program in between World Cups. Now, Budweiser will be in the spotlight every year during the Premier League and La Liga seasons.

One of the primary components of the deal is on-package branding rights, which will see the La Liga and Premier League players, logos and trophies pictured on Budweiser’s primary and secondary packaging.

Richard Masters, interim chief executive of the Premier League said, “We are delighted to announce Budweiser as a new Premier League partner. Budweiser has a track record of innovative football sponsorships, including partnering with the FIFA World Cup over many years. We look forward to working together to bring our new partnership to life and capturing the imagination of our fans all over the world.”

La Liga President Javier Tebas also commented, “We’re committed to growing the passion for football around the world. This historic partnership with Budweiser will only add to the growing excitement and anticipation for this year’s season and we’re thrilled to have them as partners. The global visibility of Spanish clubs will be strengthened thanks to this agreement.”

Pedro Earp, chief marketing officer at AB InBev said: “We are excited to kick-off these long-term partnerships with the Premier League and La Liga, two world-class football competitions.” He added: “These partnerships will allow us to further connect with key consumers and football fans across the globe. We are passionate about football, and so are our consumers, so we couldn’t be prouder to celebrate the sport, the players, and most importantly, the fans.”

Budweiser is already a long-time partner of the Fifa World Cup, but is strengthening its ties with football via this new association with two of the world’s most famous leagues. Earlier this year, it became the official beer of the England senior women’s team and of Wembley Stadium.

Particulars: Collective Images

In each collective image, Budweiser has to use at least four Premier League players, each representing different clubs, and seven La Liga players, also representing different clubs.

Content Rights

The rights in the two deals are broadly similar, but there are some differences when it comes to content rights and LED rights.

LED Rights

At La Liga, Budweiser will get 3-4 minutes’ LED time per game at every fixture except Barcelona and Real Madrid home games. [This is likely due to sponsorship agreements those clubs have in place with brewers Estrella Damm and Mahou Cinco Estrellas, respectively.]

Under the Premier League deal, Budweiser will also get a smaller share of Premier League LED rights, which it has purchased through an agreement with a third-party provider.

Next Page: Why the new deal with Budweiser is significant to La Liga

Resumen en español

Budweiser, marca internacional de Anheuser-Busch InBev, anunció la semana pasada un acuerdo de varios años con dos de las principales ligas de fútbol internacionales, la Premier League y La Liga. Como antiguo socio de la Copa Mundial de la FIFA™, y seguidor de las ligas de fútbol y de diversas selecciones nacionales de todo el mundo, Budweiser se enorgullece de ampliar su apoyo al deporte rey conectando con más aficionados al fútbol cada año. Estos nuevos acuerdos se activarán en los cinco continentes y en más de 20 países, incluyendo a Reino Unido, China, Sudáfrica, India, Chile y Nigeria, acercando a los seguidores a sus héroes del fútbol gracias a una serie de programas únicos en todo el mundo.

Siendo la marca de cerveza más valiosa del mundo, the King of Beers lanzará su campaña global Be a King junto con estos acuerdos. Esta campaña inspirará a aficionados de todo el mundo acercándolos a los reyes del deporte. Las acciones incluirán envases de edición limitada mostrando los emblemáticos trofeos de liga, ‘viewing parties’ exclusivas, activaciones en broadcasters y contenido diseñado para celebrar la grandeza de los jugadores en el terreno de juego y su impacto cultural fuera del mismo.

“Nos entusiasma poner en marcha estos acuerdos a largo plazo con la Premier League y La Liga, dos competiciones de fútbol de categoría mundial. Estas asociaciones nos permitirán conectar aún más con los consumidores clave y seguidores del fútbol de todo el mundo”, declaró Pedro Earp, director de marketing de AB InBev. “Nos apasiona el fútbol, igual que a nuestros consumidores, así que no podemos estar más orgullosos de homenajear al deporte, a los jugadores y, lo que es más importante, a sus aficionados”.

Richard Masters, director general en funciones de la Premier League afirmó: “Estamos encantados de anunciar que Budweiser será un nuevo socio de nuestra competición. Budweiser tiene un gran historial de innovadores patrocinios de fútbol, incluyendo el de la Copa Mundial de la FIFA™ durante muchos años. Estamos deseando trabajar juntos para desarrollar esta asociación y atraer el entusiasmo de nuestros aficionados de todo el mundo”.

El presidente de La Liga, Javier Tebas, añadió:

“Estamos comprometidos con aumentar la pasión por el fútbol en todo el mundo. Esta asociación histórica con Budweiser será una gran aportación a la creciente emoción y expectativas para esta temporada y estamos muy felices de tenerlos como socios. La visibilidad global de los clubes españoles se fortalecerá gracias a este acuerdo”.

Aujourd’hui / Today: Le Match des Étoiles De La MLS Contre Atlético De Madrid

La MLS Annonce Son Effectif de 26 joueurs pour le Match des étoiles

Le coup d’envoi sera donné à 20h / Kickoff is at 8:00 p.m. EDT

Orlando, Fla. (mercredi, le 31 juillettré 2019) – Kenneth Russo

Voici l’effectif de la MLS pour le Match des étoiles 2019, par position. / Here are the 26 players for MLS in tonight’s All-Star Game, 2019, sorted by position:

Gardiens de but / Goalkeepers:

  1. Andre Blake* (Philadelphia Union)
  2. Brad Guzan^ (Atlanta United)
  3. Nick Rimando# (Real Salt Lake)

Défenseurs / Defenders:

  1. Matt Hedges* (FC Dallas)
  2. Kemar Lawrence* (New York Red Bulls)
  3. Romain Métanire*(Minnesota United FC)
  4. Leandro González Pírez^ (Atlanta United)
  5. Bastian Schweinsteiger* (Chicago Fire)
  6. Walker Zimmerman^ (Los Angeles Football Club)
  7. Graham Zusi^ (Sporting Kansas City)

Milieux de terrain / Midfielders:

  1. Ezequiel Barco^ (Atlanta United)
  2. Diego Chara* (Portland Timbers)
  3. Jonathan dos Santos^ (LA Galaxy)
  4. Mark-Anthony Kaye* (Los Angeles Football Club)
  5. Nicolás Lodeiro* (Seattle Sounders FC)
  6. Gonzalo« Pity » Martínez^ (Atlanta United)
  7. Maxi Moralez* (NYCFC)
  8. Nani^ (Orlando City SC)
  9. Paxton Pomykal# (FC Dallas)
  10. Alejandro Pozuelo* (Toronto FC)
  11. Diego Rossi* (Los Angeles Football Club)

Attaquants / Forwards:

  1. Zlatan Ibrahimović^ (LA Galaxy Défi EA SPORTS “More Than a Vote”)
  2. Josef Martínez* (Atlanta United)
  3. Wayne Rooney^ (D.C. United)
  4. Chris Wondolowski* (San Jose Earthquakes)
  5. Carlos Vela^ (Los Angeles Football Club)

Entreineur-en-Chef / Manager:

James O’Connor (Orlando City SC)

^ Choix du Onze populaire (Fan Selection)
* Sélection de James O’Connor (Coaches Selection)
# Choix du commissaire Don Garber
(Commissioner’s Selection)

Au total, 14 pays sont représentés dans cet effectif – le deuxième le plus cosmopolite de l’histoire du Match des étoiles de la MLS – qui compte onze joueurs ayant été sélectionnés pour une Coupe du monde et huit joueurs actuellement avec leur équipe nationale. Parmi eux, Andre Blake(Philadelphia Union, Jamaïque), Jonathan dos Santos (LA Galaxy, Mexique), Kemar Lawrence(New York Red Bulls, Jamaïque), Mark-Anthony Kaye (LAFC, Canada) et Walker Zimmerman(LAFC, États-Unis) était à la Gold Cup, alors que Josef Martinez (Atlanta United, Venezuela) et Nicolás Lodeiro (Seattle Sounders FC, Uruguay) prennent part à la Copa America 2019.

In total, 14 countries are represented in this squad – the second most cosmopolitan in the history of the MLS All Star Game – including 11 players who were selected for the World Cup and 8 players who are currently members of their country’s national teams. Among them, Andre Blake (Philadelphia Union, Jamaica), Jonathan dos Santos (LA Galaxy, Mexico), Kemar Lawrence (NY Red Bulls, Jamaica), Mark-Anthony Kaye (LAFC, Canada) and Walker Zimmerman (LAFC, USA) all were in the 2019 Concacaf Gold Cup, while Josef Martinez (Atlanta United, Venezuela) and Nicolas Lodeiro (Seattle Sounders, Uruguay) took part in the Copa America 2019.

Continue reading Aujourd’hui / Today: Le Match des Étoiles De La MLS Contre Atlético De Madrid

Magic City Clásico: Miami FC edges Miami United for Sunshine Conference Title

Miami, Fla. (Monday, July 15, 2019) – Kenneth Russo / Photos by Felipe Galvez Tabach –

Saturday night’s latest rendition of the Magic City Clásico was indeed befitting of its title. Miami Football Club came from behind to defeat Miami United FC 3-2 in the NPSL Sunshine Conference Final at Barry University, capturing its sixth overall trophy in the process. The game was fiercely contested and thoroughly entertaining.

Miami United FC (4-4-2):

Miami FC Starting Lineup (4-3-3)

Cheered on by La 12 United and one of Inter Miami CF’s supporter groups, Vice City 1896, Miami United came into Buccaneer Field as the underdog but ready to send a message to their crosstown rivals. Roberto Sacca’s team had defeated Naples United last Wednesday in Naples to set up the matchup for the conference championship.

Unfortunately, United were without two key players; left-back Max Schenfeld and goalkeeper Peterson Occenat. Occenat has been suspended for an abuse of an official in the final regular-season match at Naples, while Schenfeld was serving a suspension due to being expelled in the semi-final.

Miami FC began the game with good ball movement and were able to get past the middle of the United defense. The first minutes saw an overhead bicycle kick attempt by Miami FC’s Mohamed Thiaw that went just over the net.

Mohamed Thiaw of Miami FC launches a bicycle kick. 📷 credit: Lemon City Live

After two early chances by United, Miami FC then drew first blood. A free kick by Dylan Mares was mishandled by United defender Javier Chila during chaos in the box. The referee whistled for a handball in the area. Ariel Martinez, known as the “Magic City Mago,” stepped up to the penalty spot and chipped a “Panenka” (a chip shot) straight down the middle and past diving United goalkeeper Omar Estrada for a 1-0 Miami FC lead in the 8th minute.

United regained the momentum however. Midfielder Matheus Gotler narrowly missed scoring chances in the 23’ and 26’, one shot missing just to the right of goal and the other being deflected off the horizontal crossbar. United were throughly outplaying Miami FC and the effort paid dividends in the 34’ when Defender Bruno Camacho headed a corner kick by Gotler into the goal to equalise 1-1.

Four minutes later United were on the score sheet again as they broke out on a counterattack and a long aerial pass found forward Brian Parea, who beat defender Jalen Markey and crossed to Forward Shamar Shelton. Shelton raced in to meet the ball as it was rolling across the face of goal and was able to bury it into the net, promptly celebrating his goal with a perfectly executed forward somersault. United nearly added a third in first half stoppage time on a shot that was kicked out and high by a Miami FC defender. The 2-1 scoreline held at the halftime break.

Miami FC Manager Paul Dalglish seemed to make halftime adjustments and the club came out in full force in the second half, creating scoring chances and a couple of near misses. In the 57th minute a through ball by Mohamed Thiaw split the United defense open, finding Miguel González, who ran on to the ball and played it to the middle for Dylan Mares. The midfielder played the ball off to Martínez next to him, who unleashed a potent volley that beat an outstretched Omar Estrada to level at 2-2.

Ten minutes later a pass by Mares found Ariel Martinez in front of the Miami United goalkeeper. Martínez dribbled to his right and as keeper Omar Estrada came out, Martínez then played the ball to the middle of the box for Miguel González, who tapped the ball into the empty net and put Miami FC ahead, 3-2.

After taking the lead, Miami FC continued to attack, nearly adding to their advantage on a Mohamed Thiaw attempt in the 73rd minute that barely missed wide. United, however, were not finished and pressured a visibly tired Miami FC side late in the match. Miami FC’s defense met the challenge and held together during a long second half stoppage time caused by injuries and substitutions. As the referee blew the final whistle, a well played match saw Miami United fall just short. Miami FC thus went out victorious in the Sunshine Conference Final.

Miami FC Wins the Sunshine Conference. 📷 : Felipe Galvez Tabach

Next up for Miami FC is a match against Chattanooga FC, champions of the Southeast Conference, at Buccaneer Field at Barry University in the NPSL South Regional Semifinal, Tuesday, July 16th at 7 p.m. .

Miami FC goals 🎥 via Miami FC

Miami FC celebrates the victory. 🎥via Miami FC

Goals:

  • 9’ – Miami FC: Ariel Martínez (pen.)
  • 34’ – Miami United: Bruno Camacho
  • 38’ – Miami United: Shamar Shelton
  • 57’ – Miami FC: Ariel Martínez
  • 67’ – Miami FC: Miguel Gonzalez

Substitutions:

  • 46’ – Miami FC: Out – #45 Jalen Markey > In – #2 Othello Bah
  • 64’ – Miami United: Out – #5 Ezequiel Tejera > In – #6 Juan González
  • 69’ – Miami United: Out – #7 Shamar Shelton > In – #2 Darryl Gordon
  • 70’ – Miami United: Out – #13 Juan Fuenmayor > In – #19 Nicolas Micoli
  • 88’ – Miami United: Out – #26 Bernanrdo Chila > In – #8 Chris Nurse
  • 88’ – Miami FC: Out – #12 Miguel González > In- #8 Tomás Granitto
  • 90’ – Miami FC: Out – #10 Ariel Martínez > In – #17 Brian James

Yellow Cards:

  • 53’ – Miami United: Shamar Shelton.
  • 68’ – Miami United: Bruno Camacho
  • 78’ – Miami FC: Callum Chapman-Page
  • 90+’ – Miami United: John Montaño
  • 90+’ – Miami FC: Tomás Granitto.

Red Cards: None

Photo Gallery:

Antoine Griezmann has signed with Fútbol Club Barcelona

Miami, Fla. (Friday, July 12, 2019) –

It’s official. After months of rumours, French football star Antoine Griezmann is on his way to Catalunya. Fútbol Club Barcelona announced on Friday that they have come to terms with Atlético de Madrid after triggering Griezmann’s €120 million release clause. He has signed a five-year contract until June 30, 2024.

Griezmann, 28, tallied 133 goals and 56 assists through 256 matches with Atlético Madrid across all competitions. He has been capped 69 times for Les Bleues, scoring 28 goals and was a member of the 2018 FIFA World Cup Champions.

“I have decided to leave [Atlético], see other things, have other challenges and with great difficulty, this is what I feel and I need,” Griezmann said earlier this year. “It’s been five great years where I’ve won my first important trophies with a club. It’s been a very important stage.”

“I have enjoyed a lot, I have left everything in the field, I have tried to behave well, I have tried to give joy to the people who have come to the Metropolitano and also away from home, and I only have gratitude for all of you.”

His buyout clause with Barcelona is €800 million, making him one of the most expensive players in World football. Griezmann’s signing adds him to a potent Blaugrana attack that already features Lionel Messi and Luis Suarez. The move to Barcelona had been speculated for months in the media though there had never been any official comments from the Catalan club. The fact that the release clause in Griezmann’s contract went down from €200 million to €120 million on July 1 was good enough reason for Barça to wait.

Griezmann will be arriving in Barcelona on Sunday evening from Ibiza where he has been on vacation while waiting for Barcelona to call. He would then take the traditional photo at the Camp Nou in front of the club’s badge. On Monday the plans are for him to sign his contract with club president Josep María Bartomeu, while preparations are completed at the team store and auditorium (la Llotja del Camp Nou y el Auditori 1899), for the press conference and official presentation.

Barcelona will be going for its third consecutive LaLiga title, having also won an incredible 8 out of the past 11 titles in Spain. The UEFA Champions League, however, has proven to be a different story of late. Barcelona incredibly managed to lose in the knockout stages each of the past two years after having a three goal advantage on its opponents going into the return leg. This has prompted many fans to call for Manager Ernesto Valverde to be sacked, and for club President Bartomeu’s resignation.

Real Mallorca’s ‘courtside’ seats bring a touch of the NBA to Spanish football

The club’s VIP Corner puts spectators right next to the action in a manner more commonly seen in the US basketball league.

Ideal for sponsors, partners and fans alike, this unique initiative delivers premium services and catering, conference opportunities.

Miami, Fla. (May 31, 2019)

The sight of VIP guests sitting courtside in the NBA is a familiar one, but it is far less common in the world of football. However Spanish football side Real Club Deportivo Mallorca is changing that with its own uniquely crafted VIP offering that puts spectators as close as possible to the pitch of its Estadi de Son Moix stadium.

“The VIP area concept is to be close to the field, where you can have a different, closer experience, smell the grass and follow everything that happens in the game,”

Maheta Molango, CEO

The Balearic Islands team thought of the concept after visiting the United Ststes and taking in an NBA game at the home of the Phoenix Suns. Mallorca officials remarked about the fact that VIPs at games of US sports leagues are brought closer to the action, instead of being only offered a luxury box high up in the stands. “The VIP area concept is to be close to the field, where you can have a different, closer experience, smell the grass and follow everything that happens in the game,” Maheta Molango, RCD Mallorca’s CEO, remarked. This transforms the match day experience for those in this section.

The VIP Corner at Real Mallorca has room for about 20 people placed in a luxury area on the running track that surrounds the pitch, where they are offered catering, such as freshly made pizzas, and even beverage service during the match. “We wanted to turn our athletics track into an opportunity” explained Molango. “It has had a great reception from our fans.”

The goal of the VIP Corner is to offer a sense of exclusivity and a unique experience. A ticket in the VIO Corner also provides extra value. At the end of the game, the VIPs are treated to priority entry to what the club calls “the third half.” This is a meet and greet event where they can chat with the players and coaching staff and complete their memorable day with autographs or photos.

The results over the two years since its inception have been very positive. “We first implemented this initiative two years ago, testing it in the Second Division B and the numbers were very good,” Molango noted.

The club offers the VIP Corner to its corporate sponsors. “We have two types of clients, those that buy seats individually and companies that use VIP Corner as an opportunity to do business and to entertain customers and employees. Some companies buy the whole VIP Corner for exclusive use during a match. The feedback has been very positive here. People appreciate the creativity and originality that they have not seen in other football stadiums.”

Added Value To Partners

One of the positive attributes of having a stadium element like the VIP Corner is that is can be used even when there is not a football match taking place.

“It is also used for corporate events during other days,” revealed Molango. “It’s a perfect place to hold corporate events, from networking to business conferences, training courses, colloquiums and end-of-the-year events, among others.” Adjacent to the VIP Corner is a large indoor room which is attached to the club’s press room. This can also be used to ensure the club is maximizing revenue potential at the stadium throughout the year.

Mallorca receives millions of vacationers annually and the opportunities this initiative presents makes perfect sense in the eyes of Molango and create clear opportunities for the club’s partners. “We aim to take advantage of the 15 million tourists who come to Mallorca every year,” he said. “One package that we offer allows the VIP fans to be collected at their hotel by a driver, they see the game in the VIP Corner, they take part in “the third half” and then they have the option to choose one of our partner restaurants and be transported there by our driver. With this experience, the visitor can a plan for the whole day. We’re also helping sponsors to show off their product, which is something they value a lot.”

As if this writing, Mallorca sit 5th in the table in the Spanish second division, La Liga 123, and are in position for the promotion playoffs for a spot in La Liga. Promotion would only increase the value of the VIP Corner.

Football fans and visiting businesses alike now have another reason to visit the Islas Baleares. Initiatives such as these demonstrate how ideas from different sports and even different countries can lead to innovations that present a fresh take on the match day experience.


L’Estadi de Son Moix

Informació en Catalá:

L’Estadi de Son Moix és un recinte esportiu situat a la ciutat de Palma construït amb motiu de la celebració de la Universiada 1999 a Palma. És l’estadi és on disputa els partits el RCD Mallorca des de l’any 1999, ja que el club té un acord amb l’ajuntament de la ciutat per a la seva explotació amb finalitats esportives per un període de 50 anys. L’estadi està situat en el Camí dels reis s/n

Té capacitat per 23.142 espectadors i té unes dimensions de 105 x 68 metres. L’estadi disposa de 2000 focus de llums, zona de premsa de 150 metres quadrats i capacitat per albergar uns 300 periodistes. La zona d’aparcaments disposa d’1.500 m² per a unitats mòbils de televisió, 40 places per a premsa i 2700 per a públic en general.

The Son Moix Stadium is a sports center located in the city of La Palma built to celebrate the Universiada 1999. It is the home stadium of RCD Mallorca since 1999. The club has an agreement with the city council for use for a period of 50 years.

As seen in La Liga Newsletter, April 23, 2019

CBF Apresenta O Novo Escudo, A Partir De 2020 No Uniforme Da Seleção – Veja Aqui A Evolução Do Escudo:

Nova logomarca é primeira grande mudança desde 1991, quando emblema anterior foi adotado / New crest is first change since 1991.

Rio de Janeiro (9 abril 2019) por Kenneth Russo

(English below)

A CBF lançou, nesta terça-feira, a sua nova logomarca. É a 15ª versão do escudo, incluindo as mudanças com as inclusões das estrelas das conquistas da Copa do Mundo. Embora tenha sido apresentado e já seja utilizado nas redes sociais e publicações institucionais da entidade, o novo emblema só estreará no uniforme da seleção brasileira em março de 2020, nas eliminatórias. Portanto, não está nas novas camisas e não estará na Copa América. Continue reading CBF Apresenta O Novo Escudo, A Partir De 2020 No Uniforme Da Seleção – Veja Aqui A Evolução Do Escudo:

Stadium Project Series: A closer look at soccer specific stadiums in MLS and beyond.

Miami, Fla. (Saturday, May 18, 2019) – Kenneth Russo

The first in a multi-part series that takes a look at soccer specific stadium projects, beginning with those around MLS. I’ll explore what is unique about each, various features, or challenges. In some cases the projects have been completed; in other they are still planned, or are still nothing but a vision.

Link here for the series: Russo Law and Soccer: mls-stadium-projects/

Al Bayt Stadium_AlKhorCity, Qatar will be one of World Cup 2022 stadiums.