Skip to content
Search
AI Powered
Latest Stories

Budweiser launches biggest-ever campaign for England Women’s FIFA World Cup

Budweiser launches biggest-ever campaign for England Women’s FIFA World Cup

As the official sponsor of the FIFA Women’s World Cup and the England Football teams, Budweiser – part of Budweiser Brewing Group – is launching its biggest ever Off-Trade campaign in the UK, with a whole host of tailored mechanics across the grocery and convenience channels.

Budweiser has been the official sponsor of the England Women’s team since 2019. To celebrate this incredible football moment, the first ever official beer of the FIFA Women’s World Cup will be hero-ing England with its biggest ever campaign to help retailers excite customers. Budweiser will flex its messaging throughout the consumer journey from awareness (through nationwide, through-the-line comms) to purchasing decisions through the launch of promotional packaging.


Limited-edition packs, which will be available across Budweiser bottles and cans, will feature the FIFA Women’s World Cup trophy and a scan-to-win mechanic where shoppers can win TVs, free beer vouchers or PerfectDraft machines. Prizes include Budweiser branded bucket hats at ASDA, as well as COOP offering the chance for fans to get their hands on a Budweiser BBQ Bundle.

To help generate excitement around the competition, there will also be an array of point of sale and displays that hero these legendary players bringing consumers closer to the Lionesses than ever before. These include out-of-home (OOH) adverts and front of store displays that feature the England players alongside Budweiser products.

Budweiser is working with retailers to tap into consumer excitement around the tournament, offering limited-edition prizes to further engage supporters and increase sales throughout the competition. The 2018 FIFA World Cup Russia saw an 18 per cent increase in sales in the beer category than average for the year, equating to an additional 1.4m shoppers.

The sponsorship also demonstrates the beer brand’s ambitions to support women’s football celebrating the team’s journey towards greatness. As the official sponsor of the FIFA Women’s World Cup and England Women’s Football team, Budweiser has a deep affinity with the players, sports, and the fans and an amazing history of connecting the fans with their national team.

“With not long to go until this first match of the FIFA Women’s World Cup 2023 tournament, excitement is already high,” says Mark Wingfield-Digby, Off-Trade Sales Director at Budweiser Brewing Group. “At Budweiser, we’re big believers in the power of football to bring people together which is why we’re excited to launch our new limited-edition packs which will help shoppers get behind the Lionesses throughout the tournament.”

Furthermore, Budweiser has taken their campaign through the line for maximum impact, with above-the-line media mirroring the brand’s trade campaign. Budweiser’s hero film brings to life the England team’s journey to greatness as they take on the FIFA World Cup – the greatest title of all. The campaign has been live from 19 June, with the hero film landing in advance of the tournament kick-off, and will be unmissable across platforms such as social media, OOH and Video On Demand. It will include some of the sport’s best known stars including Beth Mead, Karen Carney and a host of other exciting characters.

More for you

Boost Energy Drinks Can

Boost Drinks unveils 500ml cans in Energy range

Boost Drinks has announced the exciting introduction of 500ml cans to its Energy range launching in Original, Sugar Free Original and Red Berry varieties at just £1.

Leveraging its standing as the third largest brand in Energy Stimulation, Boost expands on its hugely successful 250ml energy range with the new, larger 500ml cans. 500ml is the largest energy drinks size and is worth a huge £745m - enjoying 13% YoY growth, offering even bigger profits for retailers.

Keep ReadingShow less
Troye Sivan

Smirnoff announces new global partnership with Troye Sivan

Smirnoff brings in Troye Sivan as ‘Chief Vibes Officer’ in new global campaign

Leading vodka brand Smirnoff has announced the appointment of Grammy-nominated global star Troye Sivan as its new Chief Vibes OFFicer (CVO), marking the start of a new multi-year partnership with the Australian singer-songwriter.

One of the most celebrated artists in popular culture today, Sivan has just completed the much anticipated ‘Sweat’ tour alongside friend, artist and frequent collaborator Charli XCX, and is about to embark on the Australia and New Zealand leg of his global solo tour, following the release of his hit 2023 album, ‘Something to Give Each Other’.

Keep ReadingShow less
Seabrook Fire Eaters

Seabrook launches price marked pack for Fire Eaters

Seabrook Crisps has unveiled a new price marked pack for the popular Fire Eaters.

Part of Seabrook’s Loaded sharing range, Fire Eaters Smokehouse Cayenne and Trinidad Scorpion Chilli flavours are now available in a 65g bag with a price mark of £1.25.

Keep ReadingShow less
Cox & Co.

Cox & Co. hits sweet spot with new flavour

Luxury chocolate brand Cox & Co. is targeting dark chocolate lovers with its brand new Blood Orange Crunch bar, crafted from 60 per cent single-origin Colombian cacao.

With almost two-thirds of chocolate buyers enjoying two or more flavours in a chocolate bar, it’s easy to see why Cox & Co.’s flavour combinations of velvety rich dark chocolate and delicious superfoods are so popular and its latest addition to the range is sure to be no different.

Keep ReadingShow less
Gnaw ‘new-stalgia’: pud-themed Chocolate Spoons and flavoured choc bars

Gnaw ‘new-stalgia’: pud-themed Chocolate Spoons and flavoured choc bars

Tapping into “new-stalgia” (an anticipated hot food trend in 2025), Gnaw has been working tirelessly to rethink Great British puddings by creating a number of “Hug in a Mug” classics (Crème Brulée, Bakewell Tart, Sticky Toffee Pud) in conjunction with an impressive “pudfolio” of dessert-flavoured bars: New York Cheesecake, Christmas Pudding, Banoffee Pie and Sticky Toffee Pudding.

Desserts may prove divisive. For many the last course will always be a fitting finale to a great meal spent with friends of family, enticing comfort food that offers a nostalgic peek into happy custard drenched, ice cream topped memories from yesteryear. For others, desserts are an unwitting dalliance with guilt-filled soft sponges, buttery pastry, seductively sweet fillings, crumbly toppings, sticky sauces …

Keep ReadingShow less