Bud Light and Budweiser will be leading the way this Summer during one of football’s most greatly anticipated tournaments of all time, as Officially The Official Beers Of England.

Sport is back and football this Summer will be a huge drinking occasion; bigger and better than ever before!


The Opportunity

Huge Viewing Figures

5BN viewers expected globally* and with 40% of Brits watching England in the 2018 World Cup (26.4M)** we know this year’s Summer of football is going to be massive.

Increase in Beer Sales

Football increases beer sales, as evidenced during the 2018 World Cup. There was an increase of 30% in beer sales versus sales from the previous year.1 

Pubs Draw in the Fans

Research shows that 75% of consumers are just as likely or more than likely to visit the pub to watch sport than they were before the lockdown. ***

Football Boosts Beer Sales


Of drinkers visit venues in on trade to watch sport.2


Of sports fans drink out weekly vs. UK average of 32%.2


Av. spend in the on trade for sports fans vs. UK average.2

And this Summer, Bud Light and Budweiser are joining forces as a Bud Family to become OFFICIALLY THE OFFICIAL BEERS OF ENGLAND.

The Ultimate in Fan Support

We know the fans are behind us - and they’ll support brands that support England too.


Of England football fans are beer consumers.4


Of fans feel that official sponsors should be stocked.4


Of fans choose a brand if it's the official beer sponsor.4

Officially the Official Beer of England Kitbag

We’ve put together an exciting package of support assets to help you promote this Summer's football to your consumers and drive sales for your venue.

Let’s open your kitbag…

Glassware and Tap Badges

We’ve created exclusive glassware and tap badges for our campaign.

Designed to help celebrate and promote our partnership with England, our glassware and tap badges successfully leverage assets only we can use.

Get your hands on these exclusive assets to:

  • Drive consumer engagement.
  • Boost your rate of sale.

Scan to Win Visibility Kits

This year, the Budweiser family is giving consumers the chance to win amazing prizes (including LG 4K TVs and England merchandise) through its Scan To Win mechanic.

In order to communicate this to consumers within your venue to drive participation, ensure you have received one of the visibility kits.

These kits will:

  • Drive maximum visibility. 
  • Boost your sales of Budweiser and Bud Light.

Bespoke POCM & Outdoor Assets

Explore our range of POCM and outdoor assets with functional advantages for you, our valued customer, and your consumers.

Access our assets to benefit:

  • Speed of serve

  • Group serve solutions

  • Outdoor drinking

We’ve also bundled our POCM and outdoor assets into kits for draught installations.

Targeted Digital Social Assets

We’ve curated a suite of tailored social media assets for your venue. 

Access the perfect digital assets:

  • To advertise multiple football games this Summer,

  • With bespoke designs for England matches.

Use social media assets to create excitement, increase footfall, dwelltime and sales for your business.

Download Social Media Assets


*Imglicensing.com, 2019; **The Guardian, 2018, ***Oxford Partnerships, May 2020
1Nielsen 8 Weeks Data to WE 14.07.18

2CGA BrandTrack, Feb 2019, CGA Brand Index 29.12.18

3Oxford Market Watch Volumetric Figures Post Lockdown, Nielsen Scantrack, Total Coverage Off Trade, MAT to 31.10.20 

4WAA 2019 (197 Beer Drinking, England Fans)

How can we help you?

Would you like to know more about our Summer of Football promotion or are you interested in selling our Budweiser and Bud Light brands in your venue?