Belgian-headquartered brewing giant AB InBev has extended its sponsorship of the NFL through the end of the 2016 season, taking in global rights with the American football league for the first time.
As part of the expanded relationship, Budweiser and Bud Light will be the official beer partners of the NFL International Series games at Wembley Stadium, London in 2014 through to the end of the 2016 season.
Budweiser will also have a significant presence at events staged by the NFL in London around the games and in other NFL activity in the UK throughout the 2014 season.
Bud Light will remain the brand partner of the NFL in the United States and Canada, while the renewal also adds Mexico territory rights to the sponsorship agreement for the first time.
“We are thrilled that AB InBev, who have been a fantastic partner of the NFL in the US for many years, have decided to deepen their commitment to the NFL and become our official beer partner on a worldwide basis,” Marc Reeves, the NFL’s international commercial director, said.
“The Budweiser and Bud Light brands are two of the most innovative supporters of sport and we look forward to collaborating with them to enhance the NFL experience for our fans in all of our international markets.”