Budweiser, has announced a new partnership with Sergio Ramos, football champion and current captain of Real Madrid and the Spanish national team. Ramos is considered one of the greatest defenders of his generation, who will soon become one most capped player ever for Spain.
A cap is a metaphorical term for a player’s appearance in the game at international level, and Budweiser’s “Be a King” campaign celebrates the sports legend in advance of that milestone while at the same time tying his stand-out career to Bud’s infamous “King of Beers” tagline.
Anheuser-Busch InBev’s “Be a King” campaign and its international roll-out comes complete with his nifty video featuring the charismatic football star, his tattoos and career…
Budweiser’s “Be a King” campaign also includes limited-edition tattoo bottles emblazoned with exact replicas of Ramos’ real-life tattoo (!). These special-edition Ramos tattoo Bud bottles, will be available in several countries around the world via e-commerce as well as at participating retailers.
And according to Anheuser-Busch these limited release Bud bottles will allow fans to unlock exclusive content that offers a deeper perspective in Ramos’ own words as to the meaning of each of his tattoos… so there’s that as well.
Knowing that his company obviously paid HUGE bucks for its latest soccer association, Budweiser Global VP Steve Arkley showed ‘game’ in remaining on message…
“Budweiser is proud to celebrate the journey of Sergio Ramos as a king of global football and one of the greatest players of his generation…We’re excited to spotlight his story in such a unique way for football fans worldwide and our ambition is to inspire consumers to step up and taste greatness.”
Budweiser’s football portfolio already includes multi-year partnerships with Spanish LaLiga and the Premier League, as well as with the National Women’s Soccer League.
Budweiser is also a 30+ year partner with FIFA World Cup.