Top Managers Visit Non-League Clubs To Host Coaching Master Classes Back to news

12th September 2013

Budweiser launches videos showing top coaches passing on their knowledge to non-league clubs

London, UK – 12th September 2013 – A series of leading professional managers have spent the summer holding training sessions with non-league football clubs across England in a bid to improve coaching techniques as part of Budweiser’s Coach the Coaches initiative.

Coach the Coaches is backed by The League Managers Association (LMA), and aims to help non-league coaches enhance their technical training skills. The programme was developed to provide clubs with a pre-season confidence boost and help them head into the new season with a sense of optimism.

The initiative kicked off with former Birmingham boss Alex McLeish visiting Shepshed Dynamo FC to help develop their technical skills and ex-Brighton manager Gus Poyet visiting Stanway Rovers to help them put together a strong attack.  Meanwhile, Alan Curbishley visited Dorking FC to work on the side’s physical fitness, former Stoke City boss Tony Pulis visited Blackfield and Langley FC to work on their tactical ability and Stuart Pearce talked strategy with the coaches at Oldham Boro FC.

Video tutorials of each manager’s training sessions are now available for fellow fans and coaches to watch through Budweiser’s UK YouTube page at

All clubs involved are within steps 5-7 of the English football pyramid, with the programme being part of Budweiser’s #tothedream campaign.  This aims to inspire optimism among clubs and fans and celebrate the beautiful game and sporting individuals at the heart and soul of football.

Stanway United Manager, Barry Lakin, whose club was visited by Gus Poyet said: “Scoring goals from midfield has to happen in any successful side, and to have a coach of Gus’ quality teaching us is an absolute privilege. We all have huge respect for what he has achieved in his football career. Some of the ideas he has introduced are pretty radical, but implementable too. Football is a results business, and I’m sure what we’ve learned will go a long way to helping us achieve our goals for the year ahead.”

Richard Bevan, LMA CEO, said: “This type of initiative is an essential part of The LMA as we look to support all areas of the game. Having well-known names visit coaches of non-league clubs will provide a huge boost for those teams at the start of the new season.”

Budweiser Senior Brand Manager, Christian Flouch, said: “Budweiser has a strong record of supporting football at all levels and wants to promote the long-term future of the game in the UK.  Guidance from professional coaches for non-league club staff will help players develop and clubs to build their legacy and progress through the leagues.”

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For more information and imagery please contact the Budweiser press office at Mischief PR on 020 3128 6600 or [email protected]


Notes to editors

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 down Wembley Way in 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 non-league football through its FA Cup partnership by sponsoring non-league Wembley FC and through its Club Futures programme.


AB InBev and Responsible Drinking

As a founding member of the Portman Group and a major funder of the Drinkaware Trust, AB InBev 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.


About Anheuser-Busch InBev

Anheuser-Busch InBev is a publicly traded company (Euronext: ABI) based in Leuven, Belgium, with American Depositary Receipts on the New York Stock Exchange (NYSE: BUD). It is the leading global brewer, one of the world’s top five consumer products companies and recognized as first in the beverage industry on FORTUNE Magazine’s “World’s Most Admired” companies list. 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®, Corona®, 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®. Anheuser-Busch InBev’s dedication to heritage and quality originates from the Den Hoorn brewery in Leuven, Belgium dating back to 1366 and the pioneering spirit of the Anheuser & Co brewery, with origins in St. Louis, USA since 1852. Geographically diversified with a balanced exposure to developed and developing markets, Anheuser Busch InBev leverages the collective strengths of its approximately 150,000 employees based in 24 countries worldwide. In 2012, AB InBev realized 39.8 billion USD revenue. The company strives to be the Best Beer Company in a Better World. For more information, please visit:


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