Budweiser escalate support for grassroots FC Teams

A few months ago we saw a digital "first" from Budweiser when the brand sponsored the first live streaming of a football match on Facebook - viewed by over 300 000 fans worldwide.  To be sure, the game featured two minnow sides but (I believe) it was the shape of things to come.

In a move reminiscent of Coke's "Club Colours" promotion, Budweiser is flagging its intention to escalate support for grassroots UK football by sponsoring non-league team Wembley FC.  According to iSportConnect, "the deal forms part of Budweiser’s long-term FA Cup commitment to grassroots football, championing clubs at all levels and bringing the romance and heritage of the tournament closer to the fans", (my italics)

Other elements to the support plan involve a clubhouse upgrade, a team minibus and promotion of the team to the broader Wembley community.

Jason Warner, Global VP Budweiser, commented: “We believe that the best way to champion The FA Cup is to celebrate its uniqueness from the grassroots up. Wembley FC has an incredible heritage and story to tell. We look forward to helping fulfill their dreams.”

I really like the sentiment behind supporting grassroots team.  While most fans support one of the marquee sides, they tend to have a soft spot for a smaller team too.  By focussing at this level, Budweiser is not only performing a valuable role but making a powerful statement about the heart behind the brand.