Budweiser become new sponsors of FA Cup
The Football Association today confirmed Budweiser as the lead partners of the FA Cup for the next three years.
The world's oldest knock-out competition will be officially known as 'The FA Cup with Budweiser'.
Budweiser, owned by American parent company Anheuser-Busch InBev, have been the official beer of the FIFA World Cup for the last 25 years.
FA General Secretary Alex Horne believes the partnership with Budweiser can help take the FA Cup "to the next level" in its global reach.
Horne said: "We are extremely pleased to have secured an iconic brand such as Budweiser to be the lead partner of the FA Cup.
"Like the FA Cup, Budweiser has a proud heritage and a long history of being involved in football.
"Furthermore, given the global reach of this sponsorship we will see the FA Cup promoted around the world like never before, which is great for the fans and the players.
"The FA Cup is already a much-loved competition around the world and we look forward to building on that passion with Budweiser.
"It is very important to take the FA Cup to the next level. It is a massively cherished competition.
"We believe it has a real global reach. That is why we are so pleased to have signed up with a global partner."
Budweiser replace E.on as the lead sponsors.
In a new initiative, Budweiser have agreed with the FA for fans to vote for the official man of the match, a role usually reserved for commentators.
Budweiser will dedicate a portion of sponsorship funding to working with the FA to develop "a bespoke programme promoting responsible drinking to football fans".
They will also partner the FA on a community initiative that will provide essential equipment to teams in the early rounds of the competition.
Jason Warner, Budweiser global vice-president, said: "We're looking forward to sharing our passion for the beautiful game, bringing the FA Cup closer to fans around the world through an exciting programme of activity."
Last season's FA Cup final, won by Manchester City, was played on the same day as a full Premier League programme.
FA chairman David Bernstein is hopeful of avoiding that situation next May.
"We want to get the competition back to having a day to itself and we are in talks with the Premier League to make sure that happens. We are hopeful that will be the case," said Bernstein.
Latest in Sport
Floyd Mayweather next opponent: Mayweather more likely to pick a former foe than a fresh contender like Amir Khan in Las Vegas lottery
Manchester United transfer news: Adnan Januzaj to be offered in deal for Memphis Depay
Jose Mourinho: 'The dogs bark and the caravan goes by,' Chelsea manager gives cryptic assessment after Blues win title
Arsenal transfer news: Tomas Rosicky and Mathieu Flamini set for showdown summer talks over future
Arsenal transfer news: Arsene Wenger reveals: 'We are not close to signing anybody. We need to lose some players'
- 1 How the language you speak changes your view of the world
- 3 General Election 2015: 14-year-old boy asks Nick Clegg – 'can you kill Katie Hopkins?'
- 5 YouTube social experiment shows just how easy it is to kidnap a child
Over 50,000 families shipped out of London boroughs in the past three years due to welfare cuts and soaring rents
EU asylum policy is 'a direct threat to our civilisation', says Nigel Farage
The Rothschild Libel: Why has it taken 200 years for an anti-Semitic slur that emerged from the Battle of Waterloo to be dismissed?
In defence of liberal democracy
General Election 2015: UK will be 'run for the wealthy and powerful' if Tories retain power, Labour warns
Schools forced to act as 'miniature welfare states' with teachers buying underwear and even haircuts for poor pupils