Budweiser have announced a new three-year partnership with FC Barcelona star, Lionel Messi.
The beer brand, who is owned by parent company Anheuser-Busch, has kicked off the partnership with a short film called ‘They Say’, which is an advertisement highlighting the sporting icons life and career so far, from his struggles, to reaching the levels he has achieved in his career thus far.
Budweiser will look to make the most of this commercial opportunity with the Argentinian forward and have done so by revealing a limited-edition bottle, said to encompass Messi’s values as well as the quote “life is about choices, sacrifices, determination and hard work’. The bottle will be initially available in Spain, Russia, Vietnam, China, Argentina, Chile and Colombia.
“I’m excited to partner with Budweiser to share my journey that was based on a determination to be the best player I can be,” started Messi. ““Day after day, year after year, it took sacrifice and hard work to reach my dreams.”
“Hopefully fans around the world will find inspiration in my story to commit to their craft and never give up on greatness, no matter how hard the journey.”
Messi is currently partnered with soft drinks company, PepsiCo. The 33-year-old is also following in the footsteps of fellow La Liga stars Marcelo and Sergio Ramos, who too are partnered with the beer brand.
Steve Arkley, Budweiser’s Global Vice President for Marketing, discussed the exciting partnership.
“Lionel Messi is a true icon and role model of his generation and for generations to come. His dedication and commitment to his craft reflect the same self-belief that has led Budweiser to become the King of Beers.
“We look forward to working together as partners to continue delivering on our ambition, reminding football fans worldwide that greatness is a journey that is worth the effort and determination.”
Budweiser’s impressive footballing portfolio already has a global reach, having been tied to deals with the English Premier League, La Liga, North America’s National Women’s Soccer League, England’s Lionesses as well as a long-term partnership with the most decorated competition in world football, the FIFA World Cup. It is also involved with domestic clubs Juventus and Ajax.
The American lager secured the signature of Lionel Messi in the wake of a failed attempt to move away from FC Barcelona, after trying to activate a clause that allowed him to leave for free but Barca stood firm on his €700 million release clause.
Author: Jake Wilkin