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SPORTS SPONSORSHIP

World Cup 2022’s official beer gets the pre-event party started

By our News Team | 2022

Beer brand Budweiser teams up with trio of global soccer stars to offer fan prizes and begin the pre-tournament hype.

With the 2022 World Cup soccer tournament now less than 90 days away, the sponsoring brands are ramping up their pre-event strategies and hype.

Among them is beer giant Budweiser, the official beer of the World Cup, which has been making full use of the big-name stars on its roster of brand ambassadors – Lionel Messi of Argentina and Paris Saint-Germain, Neymar Jr of Brazil and Paris Saint-Germain, and Raheem Sterling of England and Chelsea.

Sports Sponsorship

Photo courtesy of Budweiser

The trio recently teamed up with Budweiser’s marketers to offer World Cup tickets to fans. The company begun to drop hundreds of red-coloured prize boxes across the world, starting on 13 August to mark the 100-day countdown to the finals.

The brand is also the official partner of the England team. Prizes on offer includes England Men’s and Women’s team shirts signed by the respective squads, signed Raheem Sterling England shirts, the opportunity to watch the England team train, and the grand prize of a trip to Qatar for the tournament.

QR codes led fans to prize boxes

Budweiser QR codes scanned by fans revealed coordinates leading to prize boxes. These exclusive QR codes were shared on Budweiser and athlete partner social accounts earlier in the week leading up to the ‘100 Days’ commemoration, and appeared at the famous Wembley Stadium in London, as well as in international locations commemorating Messi, Neymar Jr. and Sterling in their respective journeys to soccer stardom.

The three players have also teamed up to participate in a short film introducing the prize drop to fans across the globe.

Said Sterling: “Just like I was given the chance to pursue my dreams, my fans have a chance of their own to chase their dreams and see the World Cup in person.”

Neymar Jr. said his involvement in the project was inspired by a motivation to “turn dreams into a reality” for the lucky winners of tickets to this year’s FIFA World Cup.

Budweiser is one of five World Cup 2022 sponsors. The others are: BYJU’s, Hisense, McDonald’s and Vivo.

The six official partners are: Adidas, Coca-Cola, Wanda Group, Hyundai, Qatar Airways and Visa.

Watch a video of the Budweiser World Cup promotion here.

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