The U.S. men’s national team and Mexico will renew their heated rivalry when the faceoff at the Alamodome in San Antonio. There’s no love lost between these border rivals but it is hard to imagine that representatives from each federation won’t be meeting up in a luxury box and saying ‘cheers’ regardless of the result.
Anheuser-Busch InBev NV announced this week that they have signed a 4-year sponsorship extension with the U.S. and Mexico national teams that will see the 2 teams promote the Budweiser and Bud Light products through the 2018 FIFA World Cup in Russia.
The deal is reportedly worth a combined $7 million annually and includes in-stadium signage, player appearances and activation rights at a specified amount of games.
“The power of soccer as a vehicle to reach an enthusiastic and passionate fan base has never been stronger, and we’re excited to continue our partnership as the official beer of U.S Soccer and the Mexican National Team,” said Eelco van der Noll, Anheuser-Busch Vice President Experiential.
Anheuser-Busch and U.S. Soccer have been partners since 1986 before the U.S. hosted the 1994 World Cup and the game really began to grow in this country. The deal includes both the men’s and women’s national teams with the brewer seeing potential to reach the 21 to early 30’s demographic which is increasingly following the game of soccer.
Mexico has been sponsored by Anheuser-Busch since 2007. The deal with Tri Colores is limited to the U.S. market but that has great promise. Mexico is starting to play more friendlies in the U.S. each year with games averaging 64,000+ fans. They played 8 matches in the U.S. in 2014 with events on both coasts and as far north as Chicago and south to San Antonio.
The deal is another step by AB InBev to be a huge presence at the 2018 World Cup in Russia. The brewer also sponsors Argentina, Brazil, Ukraine and Belgium national teams.