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AB InBev Named Official Beer Sponsor Of The FIFA Club World Cup 2025

AB InBev Named Official Beer Sponsor Of The FIFA Club World Cup 2025

FIFA has extended its partnership with AB InBev as the official beer sponsor of the upcoming 2025 FIFA Club World Cup from June 15 to July 13.

AB InBev is also a sponsor of the 2026 FIFA World Cup, which will be co-hosted by 16 cities in Canada, Mexico and the United States, the brewer noted.

The brands Budweiser and Michelob Ultra will lead the partnership, complemented by local brands in select markets.

‘New Global Tournament’
FIFA president Gianni Infantino said, “AB InBev has been an iconic sponsor of our events for almost 40 years. Today, we are delighted to welcome them as a partner of the new FIFA Club World Cup.

“We are at the beginning of a journey that will redefine club football and bring a new global tournament to life. With AB InBev’s brands by our side, we can create unforgettable moments for football fans around the world.”

FIFA Club World Cup 2025 will see the participation of 32 of the world’s best football clubs for a month-long tournament across 11 host cities.

‘Multifaceted Sponsorship’
As part of the multifaceted sponsorship, AB InBev will create unique brand experiences in participating countries, present the “Superior Player of the Match Award” and amplify memorable moments from the tournament.

“Our brands are at the heart of the world’s most meaningful cultural moments and iconic sporting events,” said CEO of AB InBev, Michel Doukeris.

“Our partnership with the FIFA Club World Cup continues this tradition by bringing beer and sport together for fans around the world, creating more moments of togetherness and conviviality. We look forward to activating this unique tournament with FIFA next summer.”

ESM Magazine

Marketing & Sponsorship

Bayern Munich And Rwanda: Why Is Sponsorship Controversial?

Bayern Munich And Rwanda: Why Is Sponsorship Controversial?

Though a unilateral ceasefire was announced on Tuesday, a deadly conflict in the Democratic Republic of Congo (DRC) has seen the Rwanda-backed rebel group M23 recently capture the border city of Goma and exacerbated a humanitarian crisis in the region.

Rwanda denies backing M23, and says any actions it takes are in self-defense, but the United Nations has repeatedly called for the country to withdraw forces from DRC and bring an end to support for the group.

Bayern Munich signed a deal with Rwanda in 2023, following in the footsteps of English club Arsenal and French outfit Paris Saint-Germain. The five-year partnership, described by Bayern as “platinum” and thought to be worth in excess of €5 million a year ($5.15million) a year stipulates that Bayern promote the African country’s tourism brand “Visit Rwanda.”

“Countless lives have been lost; rape, murder and theft prevail. Your sponsor is directly responsible for this misery. If not for your own consciences, then the clubs should do it (end their sponsorship agreement) for the victims of Rwandan aggression,” she wrote.

What has Bayern’s reaction been?
The Bundesliga leaders have not yet responded to a query from DW nor spoken publicly on the matter. However, shortly after it was signed in 2023, Jan-Christian Dreesen, Bayern’s CEO, defended the deal.

“Yes, we take money from Rwanda, but we also do something for it; by being open about it, by sending coaches there, by building a youth academy together, and so on,” he told DW. “We want to be part of the development of Rwanda and also champion Africa as a continent of opportunity.”

Is this the first time something like this has happened with Bayern?
No, in fact the Rwanda deal was signed less than two months after the end of a similar deal with Qatar which also proved highly controversial, and caused a significant rift between the club and its fans. Qatar’s position on dissent and other human rights issues came under the spotlight during the 2022 World Cup. Bayern’s active fanbase felt the country’s politics did not match the club’s stated values and a 2021 annual general meeting descended into anarchy in scenes that made global headlines.

What do Bayern and Rwanda gain from such deals?
In the case of the club, the answer initially appears to be money, though it is increasingly unclear whether the damage to its reputation caused by issues such as this is worth an amount that would only pay the wages of star striker Harry Kane for a couple of months. Bayern are also seeking to improve their profile in the region.

“Africa is a continent of opportunities. For FC Bayern, this is the next important step in internationalization,” said Dreesen when the deal was signed. Ultimately, again, this would be a way to grow commercial income.

For Rwanda, the stated aim is “to support the development of youth football for boys and girls in Rwanda” through the Bayern Munich academy set up in the country, according to then-minister for sport Aurore Mimosa Munyangaju.

“The potential is there for Rwandans to excel in football and this partnership provides a great platform for Rwanda to strive for excellence in sports,.” she said.

But many international observers see it differently, with Rwanda, and its leader Paul Kagame, increasingly being accused of sportswashing – using sports in order to present a positive public image that does not reflect reality.

“These sponsorships…have acted to sanitize Rwanda in the eyes of the world. Rwanda, which is a very poor country, has decided to spend its money supporting these clubs. It has signed deals with the cycling world championships, it’s hoping to get Formula 1 to be held in Rwanda and it creates this image of a modern, progressive, clean, safe African country,” author and journalist Michela Wrong told DW News.

“But at the same time, it’s intervening very strongly in neighboring (DR) Congo and creating chaos in that country, and is responsible for thousands of deaths.”

What could happen next?
The situation in DR Congo is fast-moving and it is unclear how secure the ceasfire is. France has called for Rwanda to “immediately” exit the country, the UK’s foreign minister, David Lammy, has said M23 “could not have taken Goma without material support from Rwandan defense forces” and Germany is among the major powers considering whether to continue sending aid to Rwanda.

From Bayern’s perspective, things are unclear. Given how politically engaged fans are in Germany, Bayern are likely to come under much more internal pressure than PSG or Arsenal and, as with Qatar, they must now decide whether the PR damage is worth the revenue.

“These are rich, popular, very high-profile clubs – I don’t think they need to take money from Rwanda, they can find other sponsors,” Wrong said. “I would encourage them to do so.”

Bayern host Werder Bremen in the Bundesliga on Friday night, which may mean matchgoing fans will make their voices heard through a banner or some other form of collective action.

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Marketing & Sponsorship

Airtel, Casio Join Array Of Sponsors As 10th Access Bank Lagos Marathon Holds 15 Feb

 

Runners are gearing up for the physical demands of the race, journalists are scrambling for accreditation, and fans are eager for the electrifying experience that has defined the event over the years.

As the 10th edition of the Access Bank Lagos City Marathon approaches, excitement is at an all-time high already.

First Vice President of the Nigeria Olympic Committee, Solomon Ogba, emphasized the race’s growing reputation, attributing its success to the organizers’ consistent innovation and commitment to excellence.

Beyond its name sponsor, Access Bank, the marathon continues to attract high-profile corporate backing.

Casio has been named the official time partner, while Airtel will serve as the official telecommunications partner.

Other major sponsors and partners include the Lagos State Government, World Athletics, 7Up, Rexona, Unilever, ROBB, Premier, Brila Media, the Athletics Federation of Nigeria, FINERGE, and Aquafina, among others.

In the lead-up to the main event, fans will first enjoy the Access Bank Lagos City Marathon EXPO from February 3-13, running daily from 9 AM to 5 PM.

The excitement will then culminate on February 15th, when athletes take to the streets for the highly anticipated race, further cementing the marathon’s status as a premier global sporting event.

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Marketing & Sponsorship

Improving Galloper Can Put Fire Back In Yip’s Heart

Improving Galloper Can Put Fire Back In Yip’s Heart

SURELY nothing can be more disheartening for a stable, and one that are in the middle of a purple patch at present, suddenly to find their star galloper is being transferred to another yard.

That has happened to trainer Dennis Yip, who has saddled winners at three out of the last four meetings but has lost last season’s Hong Kong Derby hero Massive Sovereign to up-and-coming trainer David Eustace.

Unfortunately, that is trait in HK racing, where loyalty has little or no meaning to those closely connected within the sport, and it’s a matter of taking it on the chin and moving on.

Former champion trainer Yip, who has held a licence for over 20 years, is experienced enough to shrug his shoulders and get on with the job of training winners, and he will look to his handful of gallopers lined-up at the Valley to put a smile back on his face.

It is interesting that champion jockey Zac Purton is aboard three of his contenders, and all can be given strong chances.

Former Australian galloper and Group Two placed Noisy Boy will relish stepping up to 11 furlongs in the Mars Handicap (11.10am), while View Of The World may appreciate the step back in distance for his first foray at the city track in division two of the Jupiter Handicap (12.40pm) over six furlongs.

The Yip and Purton partnership will surely be confident that the improving NORTHERN FIRE BALL can finally deliver in the first division of the Jupiter Handicap (11.40am), over the same trip.

The Australian-bred speedster has been hindered by a series of double-figure draws in recent races, and it probably cost him success when just denied in the closing stages over the course and distance last month.

This time the gods have been kind, allocating him gate two, which should allow him to bounce out in front and hopefully not see another rival.

 

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