Budweiser launches off-trade campaign with sponsorship of England football team

As official sponsors of the England Men’s Football team, Budweiser – a proud part of Budweiser Brewing Group – has launched its off-trade football campaign in the UK, with a host of tailored activations across the grocery and convenience channels to get fans excited for the summer of sport.

Fans have the chance to get their hands on a host of limited-edition products in the off-trade as Budweiser looks to create a buzz in stores throughout the European Championships. The brewer is expecting to see a strong uplift in off-trade sales during the tournament, similar to the 18 per cent increase it saw for the previous tournament in 2021.

Budweiser is helping generate excitement in stores with an array of display options for customers. Visuals of England players alongside Budweiser products will take pride of place from front of store to countertop. Consumers will be able to get their hands on limited-edition packs, across all SKUs, that feature the England flag, and a scan-to-win mechanic where everyday a shopper will have the chance to win an LG TV.

Prizes also include Budweiser branded bucket hats at Morrisons, flag capes at ASDA, £100 Gift Cards at ALDI, Budweiser pint glasses at Coop, and signed England football shirts at Waitrose. Tesco and Sainsbury’s are offering the ultimate footy experiences, with a three-year Club Wembley Membership, and a training session with an ex-England player at St George’s Park.

Family shoppers take home more beer during the summer, with most volume flowing through the off-trade, as they plan for social occasions and outdoor events. The tournament offers a great chance to capitalise on this increased spend, and stocking various Budweiser SKUs allows customers to tap into shoppers trends during a busy period.

"As proud sponsors of the men's football team, we are thrilled to kick off our activations in the off-trade,” says Mark Wingfield Digby, Off-Trade Sales Director, said, “Budweiser is the number one beer during tournaments, and we’re looking to continue that this summer by helping bring fans closer to the game.

"We’re using our partnership to get behind England and want to add to the excitement by giving everyone the opportunity to win various prizes, as well as creating unforgettable experiences."