Budweiser signs up to sponsor NI titles’ World Cup coverage

Budweiser, one of the official sponsors of the World Cup, has struck a sponsorship deal across News International’s newspaper titles after it failed to secure a tie-up with ITV’s World Cup coverage.

Budweiser, one of the official sponsors of the World Cup, has

struck a sponsorship deal across News International’s newspaper titles

after it failed to secure a tie-up with ITV’s World Cup coverage.



The deal, worth more than pounds 1 million, will create cross-branding

opportunities for both companies. Budweiser will sponsor editorial,

supplements, promotions and competitions about the World Cup in the Sun,

News of the World and the Times, from now until the end of the

event.



All World Cup articles in the Sun will carry the Budweiser logo, and

Bobby Robson, who has been signed by Budweiser as a World Cup spokesman,

will write a number of branded columns for the tabloid. There will also

be a World Cup competition, which will be promoted and supported by the

Sun, and advertised by Budweiser through on-pack promotions that carry

Sun branding.



News of the World will run a Fantasy World Cup Goal-mine competition

with Budweiser branding. The Times will carry Budweiser branding in a

number of its France 98 supplements and will also run a competition

sponsored by Budweiser before the football event. The deal was put

together by Budweiser’s media agency, BMP Optimum.