Budweiser Partners With NWSL Making Them The First Official Beer Sponsor Of The League
While the Women’s World Cup may have come to an end on Sunday, July 7th with the U.S. women bringing home the title, Budweiser’s support of the women’s game is just beginning. Early Sunday morning, Budweiser announced a multi-year partnership with the National Women’s Soccer League (NWSL) making them the first official beer sponsor of the league.
Much has been said over the last month regarding various brands and their unwillingness to support the women’s game on a year-round basis and not just every four years during the World Cup.
“Budweiser has supported the U.S. Women’s National team for three decades,” stated Monica Rustgi, Vice President of Marketing for Budweiser. “But we realize 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 multi-year deal makes Budweiser one of the NWSL’s largest sponsors giving them the naming rights to the championship, the playoffs, the MVP trophy and the newly created “Most Valuable Supporter” which will be awarded to the league’s biggest fan.
Budweiser will work to support local teams and stadiums around the country. And, their commitment will not top in the off-season as Budweiser executives plan to work with players in an innovative program designed to train players on the business side of sports.
“We are thrilled to embark on a long-term partnership with Budweiser,” stated Amanda Duffy, President of the National Women’s Soccer League. “Budweiser’s support is significant and will amplify the visibility and influence of the league, our players, and avid supporters. 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 partnership is the largest in league history, although no monetary amounts have been disclosed thus far. The hope is such a partnership will serve as a catalyst to bring more considerable attention to the women’s league. To date, women’s leagues and teams do not tend to receive the same interest from brands as their male counterparts. However, a change may be on the horizon.
“This is a moment in time in sports business which I think we will point back to and say that the way brands have targeted women’s sports as standalone engagement vehicles for a wide audience became mainstream,” stated Jen Cramer, MLS SVP of Partnership Marketing. “The political and social climate has shifted to open the door and show that sports played by amazing athletes who happen to be women are now not just acceptable to watch and engage with but are required.”
It is critical that Budweiser sees a growth in profits by becoming the official beer of the NWSL. Only then will other brands begin to support the league.
“At the end of the day we need to keep moving forward and making sure the next generation of fans and consumers, both men and women, continue to see value in the stories and personalities of all athletes regardless of gender,” stated Cramer. “The best way to ensure that is by continuing to move the needle with brands who are seeing ROI from the spend they are doing with women’s soccer. That will translate to other sports and become a self-fulfilling prophecy that is very exciting and will make things so much better for that next generation. It’s steady growth, and the time is right to keep growing the pie.”
Budweisers investment in and sponsorship of the NWSL shows they are passionate about the growth of the game on U.S. soil. Such a strategic partnership is just a first step in ensuring both players and fans can continue to engage in and develop one of the worlds most popular sports.
