Budweiser makes a sporty move in India; partners as Broadcast Co-presenting with Premier League

Lately, the Indian football space has been experiencing a lot of traction from brands. From auto manufacturers to FMCG to finance to sports, brands just can’t get enough of the second most popular sport in the country. With homegrown leagues like ISL and I-League playing their game right, the reach of this sport is one of the crucial factors for this heed. Bringing this to perspective, who wouldn’t want to leverage a game that keeps over 100 million fans hooked – well beyond 90 minutes?

But while these leagues have been in there for quite some time, one sporting extravaganza which is religiously followed by football fans across the world is - Premier League. And like every year, this year too the league has not just kept the hype up, but has also been grabbing quite a few eyeballs of the Indian marketing fraternity. The league, which acts as an umbrella - sheltering world-class talent and prominent franchisees backed by global viewership - has already had a successful stint in filling up the broadcasting inventory. To understand more, we got in touch with Ben Verhaert, President – South Asia, AB InBev (Budweiser’s parent company), Broadcast Co-presenting Sponsor of PL. In his interaction with Debashish Chakraborty of afaqs! Reporter, he talks about Budweiser’s association with global football, marketing objectives, customised activations, yield factor, and more.