FA Cup sponsors Budweiser set to invest £1 million into grassroots football Back to news

22nd August 2012


London, U.K. – 22 August 2012 – The FA and Budweiser have today announced that Budweiser will invest £1million directly into grassroots football in theUK over the next two seasons as part of their FA Cup sponsorship.

As a long-standing supporter of football around the world, from the FIFA World Cup to the Copa America to the iconic FA Cup, Budweiser understands the importance of grassroots football in developing future heroes of the game, and the vital role football plays in bringing together local communities all around the world.

The new initiative, called ‘Budweiser Club Futures’, will help to fuel this grassroots support giving sixteen grants of £50,000 to non-league clubs across steps 5-7 of the English Football pyramid over the next two years.

Eight grants will be available during the 2012/13 season, with a further eight grants available during the 2013/14 season. Within each season, one of the chosen eight clubs will win an additional £100,000 super grant – as voted by football fans from early next year through the official FA Cup and Budweiser UK Facebook pages.

Budweiser Club Futures will aim to ‘help clubs to help themselves’ by improving any part of their general facilities. It will also help clubs become more financially sustainable, giving the opportunity to create a legacy in their community to inspire future generations of footballers.

The FA’s Director of Football Development, Sir Trevor Brooking, commented:

“This level of football traditionally survives on the generosity of volunteers and a real sense of community spirit.  So it goes without saying that this £1m investment as part of the Budweiser Club Futures programme is a fantastic gesture, with the £100,000 Super Grant being a real pot of gold for the clubs involved.”

Budweiser European Marketing Director, Iain Newell, said:

“We know the importance of non-league clubs to the future of the beautiful game and to local communities so we’re proud to be able to give these clubs a financial boost.  As a long-standing supporter of football around the world, Budweiser is committed to partnering with the communities where we live and work to support local clubs as they build their legacies.

“Budweiser also has a long-standing history of promoting responsible drinking so in addition to the core funding for vital infrastructure and other improvements, each of the sixteen winning clubs will be given additional funding and support to run community based Responsible Drinking programmes.”

These include ‘Designated Driver’, ‘Family Talk’ – a programme that encourages family to talk to their children about alcohol responsibility, and ‘Good Sport’ – a training programme in responsible drinks bartending.

Clubs wishing to apply for the grants should visit The FA website from 22nd August 2011 at  *

Closing date for submission of applications is 31/10/2012.

For more information on The FA Cup with Budweiser and ‘Budweiser Club Futures’ please visit

For more information on The FA Cup with Budweiser visit and


– Ends –


For more information:

+44 (0) 20 3128 6600

Notes to Editors

* Terms and conditions apply, see  for details

About The FA Cup with Budweiser

The FA Cup with Budweiser is the world’s most exciting, authentic and democratic knockout competition. Every player, referee, manager and fan dreams of a place in the history of The FA Cup. And each season the competition gives clubs all over the country a potentially global stage.

Financially, The FA Cup can provide a lifeline to clubs at every level. And for their fans, The FA Cup provides an endless supply of memorable moments, from seeing who your team will draw in the next round; travelling hundreds of miles to share in their celebration or commiseration; right through to that unforgettable walk downWembley Wayin May.

The FA Cup overflows with human interest stories, and every year new heroes are born, new chapters written. It may have already occurred it may happen this year – or perhaps it’s yet to come: but The FA Cup will guarantee everyone has their day.

About Budweiser & Football

Budweiser and its parent company Anheuser-Busch InBev (AB InBev) has  a vast heritage in football including partnerships with the FIFA World Cup, the Copa América, a number of local leagues,  tournaments across the world and, of course, The FA Cup.

Budweiser has already demonstrated its commitment to grassroots football through its FA Cup partnership by sponsoring non-league Wembley FC.


AB InBev and Responsible Drinking

As a founding member of the Portman Group and a major funder of theDrinkaware Trust,ABInBev recognises that its support for The FA Cup is an important part of its commitment to promoting responsible drinking. The FA Cup is enjoyed by adults of the legal drinking age around the world and all of Budweiser’s marketing activities are exclusively focused on this audience.

As part of AB InBev’s dream to be the Best Beer Company in a Better World, Budweiser has dedicated a portion of its sponsorship funding to working with The FA to develop a bespoke programme promoting responsible drinking to football fans, inside and outside of stadiums.

In addition to ‘Budweiser Club Futures’ AB InBev has invested in TV and radio advertising to promote Budweiser’s Designate a Driver campaign. During the 2011/12 FA Cup competition responsible drinking messages were included on pitch side hoardings from the third round onwards, reaching aUKaudience of over 100 million people.


About Anheuser-Busch InBev

Anheuser-Busch InBev is a publicly traded company (Euronext: ABI) based in Leuven, Belgium, with an American Depositary Receipt secondary listing on the New York Stock Exchange (NYSE: BUD). It is the leading global brewer and one of the world’s top five consumer products companies. Beer, the original social network, has been bringing people together for thousands of years and our portfolio of well over 200 beer brands continues to forge strong connections with consumers. We invest the majority of our brand-building resources on our Focus Brands – those with the greatest growth potential such as global brands Budweiser®, Stella Artois® and Beck’s®, alongside Leffe®, Hoegaarden®, Bud Light®, Skol®, Brahma®, Antarctica®, Quilmes®, Michelob Ultra®, Harbin®, Sedrin®, Klinskoye®, Sibirskaya Korona®, Chernigivske®, Hasseröder® and Jupiler®. In addition, the company owns a 50 percent equity interest in the operating subsidiary of Grupo Modelo, Mexico’s leading brewer and owner of the global Corona® brand. AB InBev’s dedication to heritage and quality originates from the Den Hoorn brewery in Leuven, Belgiumdating back to 1366 and the pioneering spirit of the Anheuser & Co brewery, with origins in St. Louis, USAsince 1852. Geographically diversified with a balanced exposure to developed and developing markets, AB InBev leverages the collective strengths of its approximately 116,000 employees based in operations in 23 countries worldwide. In 2011, AB InBev realized 39.0 billion US dollar revenue. The company strives to be the Best Beer Company in a Better World. For more information, please visit:

©2017, AB InBev UK Limited. All rights reserved.