This article discusses the relationship between sports and beer, noting that beer is commonly consumed when viewing sports like football, basketball, and soccer. It outlines how the beverage industry capitalizes on this through large marketing budgets and sponsorships with teams or leagues. Major beer brands sponsor various soccer tournaments, including the UEFA Champions League and FIFA World Cup, which has been sponsored by the same big beer conglomerate since 1986.

1. Sports & Beer - A 'Match' Made in Heaven?
This article was originally published on the Acclaro blog.
Category: Marketing, "Spot" on Language, Culture
Yin and Yang.
Laurel and Hardy.
Tom and Jerry.
Some things are just better in pairs. Although maybe not as obvious as
the above "marriages," sports and beverages have proven to be quite
an enjoyable pair over the years.
Viewed by some fans as a prerogative for a satisfying sporting event experience, seen by others
as merely a natural part of the fun, beer is the beverage of choice when it comes to viewing
many traditional sports, such as professional basketball, American football, and of course
regular football (or soccer to our American readers).
The beverage industry has definitely recognized the opportunity present in this relationship, and
has done their fair share to stimulate the association between the two. Companies spend huge
marketing budgets on commercials and ads, especially during major sports events such as the
current FIFA World Cup.
Some beer companies are also maintaining long-term partnerships or
sponsorships, which is a smart way to create brand exposure by associating
a brand or product with a team or club, a tournament, or even the game of
football as a whole.
Sponsorships can be found on any level — from the merely local club
sponsorships, to national tournaments (e.g., Calsberg Cup in Portugal), or
the larger international tournaments. See, for instance, the UEFA
Champions League, sponsored by Dutch beer brewer Heineken.
Page 1: Sports & Beer - A 'Match' Made in Heaven? Copyright © Acclaro 2012

2. But now that the World Cup has begun, our attention is turned to its sponsors. Did you know
which company has been the official FIFA World Cup beer since 1986? Hint: it's one of the big
beer conglomerates. Take a guess:
A. Molson Coors
B. Anheuser-Busch InBev
C. SABMiller
Check back to our FIFA World Cup Blog Series to find out the answer next week!
Or you know, you could just Google it. But then you wouldn't find out the juicy details behind
the sponsorship and the ad campaign, which may or may not include a reality show....
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Page 2: Sports & Beer - A 'Match' Made in Heaven? Copyright © Acclaro 2012