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(Courtesy Camden Town Brewery)
One of the benefits of breweries that are now owned by Anheuser-Busch InBev is that they’ve greater promotional clout…The kind of clout that that sports franchises gravitate towards.
Camden Town Brewery Named the Official Beer Sponsor of Leading UK Football Club
London’s Camden Town Brewery, which was acquired by AB InBev at the end of 2015, has become the official beer partner of Arsenal Football Club, a major alignment in the United Kingdom.
Arsenal Football Club is a professional football (that’s soccer for you in the states) organization based in London, that plays in the Premier League, the top flight of English football.
Arsenal has been ranked as the ninth highest-earning football club in the world having earned €487.6m in 2016–17 season. And In 2018, Forbes estimated the club worth $2.24 billion making Arsenal FC the third most valuable in England so this sponsorship is a big deal.
Founded by Jasper Cuppaidge in 2010, Camden Town Brewery has grown from just three-person staff to a team of 95. And as part of AB InBev’s expansive empire, its beers are now available in over 1,000 pubs, bars, restaurants and retailers around the UK, as well as in Sweden, Australia and Japan.
Here’s Cuppaidge on ‘playing ball’ with the storied football franchise…
“The partnership with Arsenal marks a huge moment both for me and for the entire team at Camden Town Brewery and we can’t wait to share our great beers and a better beer experience with all of the supporters like myself.”
And Arsenal’s commercial director Peter Silverstone seconded that emotion..
“We are always working to improve the matchday experience at Emirates Stadium, so to partner with the local and hugely renowned Camden Town Brewery is very exciting.”
“Camden’s enthusiasm is infectious and their desire to support our fans is clear to see through their incredible competition offer to kick-start our partnership. We look forward to working with them on more exciting initiatives to capture the hearts and taste buds of Arsenal fans.”
(Courtesy Devil’s Backbone / Caps News)
Championship Hockey Franchise Releases Beer With AB InBev-Owned Devils Backbone
The Washington Capitals hockey team, who won the Stanley Cup franchise last year, and Devils Backbone Brewing Company, which was acquired by Anheuser-Busch InBev in 2016, are collaborating on a new beer…
This from Devils Backbone…
“Devils Backbone Brewing Company is a proud sponsor of the Washington Capitals and what better way to support our team and fellow Caps fans then to brew a beer together?“
Set to release in September at the Capital One Arena, as well as on draft at select retail partners around DC, Capit-Ale Indian Pale Ale will be available for purchase in 16-ounce cans through the conclusion of the 2019-20 NHL season.
No strangers to big-name sports franchise alignments, the Devils Backbone’s Washington Capitals’ release will come with two can designs, the first featuring a famous Washington Capitals mural installation in downtown Washington that was designed by DC- based artists BroCoLoco.
