Budweiser UK kicks off its new Women’s World Cup campaign championing the England team’s journey to greatness

• As proud sponsors of the England Women’s team, Budweiser celebrates the team’s incredible journey to greatness, fuelling the nation’s excitement and galvanising everyone to get behind them during this summer’s tournament
• The campaign will be delivered across VOD, social, digital and OOH

Today, Budweiser, the proud partner of the England Women’s team since 2019, kicks off its new multi-channel campaign ahead of the 2023 FIFA Women’s World Cup^TM, featuring Beth Mead and England football legend Karen Carney.

Delivered across VOD, social, digital and Out of Home, the campaign ‘Greatness is Yours to Take’, is centred on those who never give up and who grab every opportunity that comes their way – a concept epitomised by the England Women’s team. Budweiser has always celebrated greatness and those who have the conviction to go for it. No one epitomises this more than the England Women’s team, so this epic footballing moment had to be commemorated.

Budweiser, also the official beer of the 2023 FIFA Women’s World Cup^TM, is energising the nation to get behind the England team and building huge excitement for the tournament through unmissable media and the biggest trade campaign Budweiser Brewing Group/AB InBev UK has launched.

The 30 second hero film, created in partnership with advertising agency BETC, showcases the incredible progression of women’s football over the years – from playing on muddy pitches with only a handful of spectators, to stadiums with roaring, sold out crowds. The players are seen continually moving forward, avoiding challenges with skill, jumping over tackles and passing with pinpoint precision, with fans and Budweiser cheering them on through each era – symbolising the journey to greatness the England Women have been on.

In the film, we see Carney dribbling the ball on a modern day football pitch with confidence and determination, until she sends an unstoppable cross into the box for the ball to meet Beth Mead.

The final frame sees Mead striking the ball to bring the film to an exciting finale, with fans on the edge of their seats. The film shows the team’s relentless spirit and tenacity driving toward greatness, looking to go one step further than their incredible victory last year at the UEFA Women’s Euro 2022^TM, at the FIFA Women’s World Cup 2023^TM in Australia. 

The OOH adverts will appear across the London Underground, bus stops and in large formats across a range of locations including shopping malls and city centres around the country.

As part of the campaign, Budweiser has partnered with LadBible for a second time, to bring back their award-winning content ‘Agree to Disagree’, giving fans across the country unrivalled insight into the England Women’s team as Beth Mead, Jordan Nobbs and Laura Coombs discuss everything from the best stadiums to the best dancers in the squad.

Budweiser is also joining forces with retailers across the country to launch in store activations and give away exclusive prizes to support the campaign. Branded bucket hats will be available in supermarket chain ASDA, and for every pack of Budweiser 15x300ML sold in Tesco during the activation, a 50p donation will be made to support adult women’s football via The FA. This through-the-line campaign is designed to recognise the amazing trajectory of women’s football, and bring the nation together in support of a team that is looking to take that final step towards greatness this summer.

Adrien Mahieu, European Commercial VP at AB InBev said: “We’re extremely proud to have partnered with England Women since 2019, celebrating with the fans and cheering the team’s journey to greatness. A crucial part of Budweiser’s brand DNA is the determination to seize greatness, and so this campaign celebrates this incredible team’s achievements and brings fans closer to them than ever before. Budweiser will inspire the whole nation to come out in support for England, and we can’t wait to see what this tournament brings.”

Source: Budweiser Brewing Group UK&I

  2023 FIFA Women's World Cup, Ab inBev, AB InBev UK, Budweiser, Budweiser UK, Campaign, England Women's team, football, Marketing, UK