AB InBev brand named as official beer of the Italian soccer giants through to 2022. Getty Images Italian soccer champions Juventus have announced Budweiser as their official beer until the end of the 2021/22 campaign. The three-season deal sees the Anheuser-Busch InBev-owned brand, known as Bud in Italy, work with the Serie A club on a series of digital activations and innovative projects, while utilising the club’s visual identity in promotional campaigns. Juventus’ chief revenue officer, Giorgio Ricci, said: “The globality of its brand has often been expressed in recent years through advertising campaigns that are still in everyone's memory or with the spectacle of some of the biggest events, including the Super Bowl and the football World Cup. “This attention to entertainment will be central to the partnership that will bind us for the coming seasons.” Benoit Bronckart, chief executive of AB InBev Italia, added: “Like sports, beer has been bringing people together for thousands of years and we're looking forward to celebrating Juventus' next victories with the team and all its fans.” Juve’s deal is the latest commercial tie-up for the club over the last month. The Old Lady recently penned a three-year deal with 10Bet as their official gaming and betting partner for non-domestic markets. They are also reportedly nearing an extension with shirt sponsor Jeep worth €50 million (US$55 million) per season. On the pitch, the club have returned to the top of Serie A after beating early pacesetters Inter Milan, in a game that was Sky Italia’s most watched soccer match ever, clocking an average viewership of more than 3.2 million.
Juventus FC has named Budweiser as its official beer partner in a three-year deal that runs until the end of the 2021/22 season. Juventus and Budweiser will collaborate on digital promotions. Financial details of the deal were not disclosed.