Budweiser, the US beer brand, is again extending its involvement in football – entering a two-year global sponsorship agreement with England’s Premier League and Spain’s La Liga.

Activity will cover more than 20 countries, SportsPro Media reported, including the UK, China, South Africa, India, Chile and Nigeria, and will include trophy tours, viewing parties and content collaborations as well as TV and out-of-home promotion along with limited edition packaging design.

“These partnerships will allow us to further connect with key consumers and football fans across the globe,” said Pedro Earp, chief marketing officer at Anheuser-Busch InBev, the maker of Budweiser.

No financial details were available but Carling, the previous beer sponsor, paid a reported £9m a year.

The move signals a deepening of the brand’s relationship with the sport: it has long been the official beer sponsor for the FIFA World Cup and has also backed the highly successful US women’s team.

Earlier this month, it announced it was also becoming the official beer sponsor of the National Women’s Soccer League in the US to show support for women’s soccer every day instead of every four years.

That in turn followed on sponsorship of the England women’s team, meanwhile Bud Light is the official partner of the England men’s team; the brand is also the official beer of Wembley Stadium, England’s home ground.

Elsewhere in the Premier League sponsorship world, the clubs themselves are reported to have generated almost £350m in shirt deals for the 2019/20 season, up 11% year on year, thanks in part to the sale of additional space shirt as sleeve sponsorships, according to The Drum.

Manchester Utd leads the way with an estimated £64m from carmaker Chevrolet, followed by Manchester City on £45m from airline Etihad. Three teams generated £40m each: Arsenal from the Emirates airline, Chelsea from Yokohama tyres and Liverpool from Standard Chartered bank. At the other end of the scale, Brighton earned £1.5m from payment brand American Express.

Half the Premier League’s 20 clubs take sponsorship from gambling brands, which last year were criticised for failing to pay into a fund for treating people with gambling addiction.

Sourced from SportsPro Media, The FA, The Drum; additional content by WARC staff