World Cup Sponsorship Deal: Budweiser 1; SABMiller 0

27 February 2006

    The US lager brand has signed as a sponsor of the FIFA World Cup soccer tournament in South Africa in 2010.
    The deal not only gives Budweiser exclusive advertising rights but also freezes-out sales of all other beer brands at World Cup soccer venues during the competition.
    Budweiser's gain comes at the expense of South African beers, including local brewing giant SABMiller, which allegedly failed to respond to an invitation to meet with FIFA to discuss sponsoring the event - a statement denied by SABMiller.