The Football Association have announced a three year deal with American beer company Budweiser to become the 'Lead Partner of The FA Cup',
The competition which has been around since 1872 and won by Coventry City in 1987 will know be known as 'The FA Cup with Budweiser'.
Budweiser and its parent company Anheuser-Busch InBev (AB InBev) has dedicated a portion of sponsorship funding to working with The FA to develop a bespoke programme promoting responsible drinking to football fans and is also partnering with The FA on a community initiative that will provide essential equipment to teams in the early rounds of the competition.
Alex Horne, FA General Secretary, said to the FA's website: “We are extremely pleased to have secured an iconic brand such as Budweiser to be the Lead Partner of The FA Cup. Like The FA Cup, Budweiser has a proud heritage and a long history of being involved in football.
"Furthermore, given the global reach of this sponsorship, we will see The FA Cup promoted around the world like never before which is great for the fans and the players. The FA Cup is already a much-loved competition around the world and we look forward to building on that passion with Budweiser.”
Chris Burggraeve, Chief Marketing Officer at AB InBev, said: “AB InBev is a long-standing supporter of football around the world. We share The Football Association’s ambitions to showcase the tournament globally, uniting the millions of fans around the world who anticipate The FA Cup each year."
The agreement was negotiated by The FA’s sponsorship team, led by Peter Daire, who said: “Being able to work with a brand like Budweiser, with its scale and marketing expertise, is a great boost to The FA Cup and I look forward to making the partnership a success for both parties, and most importantly, for fans and competing clubs.”
Jason Warner, Global Vice President of Budweiser, said: “Budweiser is proud and excited to sponsor the world’s oldest and most famous domestic cup competition.
"We’re looking forward to sharing our passion for the beautiful game, bringing The FA Cup closer to fans around the world through an exciting programme of activity. For example, in an FA Cup first, Budweiser will give football fans the opportunity to vote for the official ‘Man of the Match’, a role usually reserved for the broadcast commentating team.”