Manmohan Taparia
May 04, 2012

Weekend fun: FA Cup Final

We took a look at the branding that went along with the tournament

Weekend fun: FA Cup Final

Organised by the English Football Association, the FA Cup is the world’s oldest domestic football competition and in its 131st edition, the final will be played between Liverpool and Chelsea at London’s Wembley Stadium. In India, the FA Cup final between Liverpool and Chelsea can be watched live on Pix on Saturday, 5 May at 9.15pm.

We took a look at the branding that went along with the tournament.

The FA Cup recently brought on Budweiser (Anheuser-Busch) as the lead sponsor for the event for three years.

The deal will see the tournament being officially called "The FA Cup with Budweiser". Apart from the branding on the Cup itself, Budweiser has also undertaken several promotional activities to create the buzz for the FA Cup.

For the UK market, the American beer company has launched a mobile app that allows consumers to pose with a virtual replica of the trophy by pointing their smartphones at a Budweiser beer mat.

Apart from that, the brand has also tied up with ESPN in the UK, for special behind-the-scenes coverage during the tournament called 'The Bench brought to you by Budweiser'.

The company has also used digital by adding QR codes on the back of the labels, cans and promotional scratch cards of six of their beer brands, encouraging users to enter the code online for a chance to watch the FA Cup Final, among other prizes.

Budweiser has also created an official Facebook app - Show Your Colours (which is also available in India) allowing users to modify their photos to show their support for the team of their choice. The page also has a downloadable official pre-round e-magazine, ‘In the FA Cup, Every Match Counts’ which includes news, coverage and statistics for each game.

In India, Budweiser was also seen promoting the tournament on a hoarding at Mahim Causeway.

With inputs from BrandRepublic


Campaign India

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