Following the World Cup success of the United States women’s national soccer team (USWNT), Budweiser has been announced as the first official beer sponsor of the National Women’s Soccer League (NWSL).
Underlining the brand’s support for the women’s game, Budweiser emphasised the multi-year partnership is built on its commitment to continue supporting women’s soccer, not just every four years but on a year-round basis.
Monica Rustgi, Vice President of Marketing for Budweiser spoke of the new sponsorship: “Budweiser has supported the U.S. Women’s National team for three decades. But we realise there is so much more Budweiser can do. Becoming the official beer sponsor of the NWSL is our way of not just supporting the U.S. Women’s Team once every four years, but also supporting women’s soccer every single day.”
The deal makes Budweiser one of the biggest sponsors of the NWSL, with naming rights to the playoffs, the championship, the MVP trophy, and a newly created “Most Valuable Supporter” award for the league’s biggest fan. Budweiser will activate the sponsorship locally, with support of the teams and stadiums.
Amanda Duffy, President of the National Women’s Soccer League added on the deal: “We are thrilled to embark on a long-term partnership with Budweiser. Budweiser’s support is significant and will amplify the visibility and influence of the league, our players and avid supporters.
“With this partnership happening in collaboration with U.S. Soccer and Soccer United Marketing, this collective goal to advance women’s soccer in the United States will only further propel the efforts of NWSL, as we look to bring the passion for World Cup play back home to league games.”
The deal follows the announcement that ESPN would be backing the women’s game, unveiling a new broadcasting deal with the league.
Brandi Chastain, U.S. soccer legend spoke of the new partnership and what it means for the game: “As a player, you always strive and hope for long term commitments from sponsors to support and grow the game. Budweiser’s sponsorship of the NWSL shows that they aren’t just a champion of women’s soccer abroad, but that they are invested in the further development of the sport in their own backyard.”