US beer brand Budweiser has entered into a strategic partnership with the Chinese division of American football league the NFL.
The two parties have agreed a seven-year deal, which will run until 2022. The announcement comes ahead of Super Bowl 50 on February 7, which coincides with the start of the Chinese New Year celebrations.
“Budweiser is an important long-term partner of the NFL in the United States and we are very proud to expand this partnership into China,” NFL China managing director Richard Young said.
In June 2014, Budweiser’s parent company, Belgian-headquartered brewing giant AB InBev, extended its sponsorship of the NFL through the end of the 2016 season, taking in global rights with the league for the first time.