Last Sunday, prior to the U.S. Women’s National Soccer Team winning its second consecutive and fourth ever World Cup, Anheuser-Busch announced a multi-year deal to become the “first official beer sponsor” of the National Women’s Soccer League by taking out a full-page ad in the Sunday New York Times.
The ad — titled “The world will watch them play today. Who will watch them play tomorrow?” — noted that while the U.S. Women’s team plays before packed stadiums, they often play in empty arenas throughout the year.
“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,” Budweiser vice president of marketing Monica Rustgi said in a press release.
The world’s largest beer company also released a video narrated by soccer star Brandi Chastain called “We Won’t Stop Watching.” Throughout the video, star players from the national team are shown playing in empty stadiums during NWSL matches.
The sponsorship makes Budweiser among the league’s largest sponsors, with the brand acquiring the naming rights to the NWSL playoffs, championship match, MVP trophy and “most valuable supporter” award for the league’s biggest fan, according to a press release.
Additionally, Anheuser-Busch executives will provide business training to NWSL players during the offseason.
NWSL president Amanda Duffy added that the Budweiser sponsorship “is significant and will amplify the visibility and influence of the league,” its players and fans.
In other A-B sponsorship news, the company recently filed a trademark request to become the “official beer of esports,” according to AdWeek. Esports, unlike traditional sports, isn’t too broad to trademark, the outlet reported. A-B is already active in the space; Bud Light currently sponsors Activision Blizzard’s popular Overwatch League.
Earlier this year, MillerCoors, via its Miller Lite brand, sponsored the “Complexity Gaming” esports team. It also created a functional Miller Lite can controller.