Anheuser-Busch has renewed its flagship brand Budweiser's sponsorship of the UK-based football team Manchester United for the 2009-10 season for undisclosed terms. Budweiser has been sponsoring the club since 2002. 

The brand has been the ''official beer'' sponsor of the FIFA World Cup since 1986 and will continue its support in 2010 and 2014.  Budweiser says it will continue to support the growing popularity of football in India.

Budweiser's presence at Old Trafford, the Theatre of Dreams, includes exclusive pouring rights at concessions and digital on-field signage displayed in both English and Mandarin, which is seen by Manchester United's massive Chinese fan base. 

''Manchester United represents the pinnacle of football and the club's popularity, like Budweiser, spans the globe,'' said Tony Ponturo, vice president, global media and sports marketing, Anheuser-Busch, Inc. 

''Manchester United and Budweiser are a perfect match, both having strong, storied heritages and a commitment to being the best.  As Budweiser continues to expand internationally, our connection with Manchester United helps create awareness and excitement for the brand around the world,'' Ponturo added.

Local activation of the partnership helps reach adult consumers far beyond the 76,000 people who pack Old Trafford for every match. The sponsorship grants Budweiser rights to use the Manchester United marks and player images in advertising, point-of-sale materials and packaging in key markets throughout Europe, Asia, Africa, North America and South America. 

In 2008, Old Trafford once again played host to the international finals of the Budweiser Cup, a 6-on-6 football tournament comprised of recreational teams from 16 countries.  Teams in India qualified through local tournaments in Mumbai, Pune, Goa, Manipal, Mangalore, Mysore, Bangalore, Hyderabad and Vizag.  The winning team, from Mumbai, represented India in the international finals in Old Trafford against teams from across Europe and as far away as Paraguay, South Korea and South Africa.  In addition to competing on the pitch, Manchester United welcomed Budweiser's international guests at a dinner with the Club's legends, a tour of Old Trafford, access to training facilities and tickets to a first team match. 

Rob Newman, sales and marketing director of Budweiser in India said, ''Football is the world's favourite sport, and in India, it is growing in popularity. Since the launch of Budweiser in July of last year, football fans and Manchester United fans in India have had the opportunity to experience Budweiser's passion for football at the Budweiser Cup 2008. We look forward to providing Indian football fans with many more such opportunities to Live their Dream and come together to celebrate this great sport. Our partnership with Manchester United will help us accomplish that.''

The sponsorship also provides Budweiser with hospitality packages and match tickets for promotional activities, which the brand uses to offer customers and consumers once-in-a-lifetime experiences at the Theatre of Dreams. 

 ''Budweiser has started many initiatives to further its commitment to football in India,'' said Anil Manjunath, Head of Marketing for Budweiser in India. ''At the 2008 edition of the Santosh Trophy, Budweiser was proud sponsor of the Goa state team, providing the team with comfortable travel and accommodation and presenting the team with jerseys. Budweiser has extended its support to Goan football at the grass roots level, providing jerseys, footballs and other equipment to local teams and referee organizations in the state. In Mumbai, Budweiser is also the proud sponsor of the Budweiser Man of the Match award at the ongoing Mahindra Mumbai Football League.'' 

Based in St. Louis, Anheuser-Busch is the leading American brewer, with  a 48.5 per cent share of U.S. beer sales.  The company brews the world's largest-selling beers, Budweiser and Bud Light.  Anheuser-Busch also owns a 50 per cent share in Grupo Modelo, Mexico's leading brewer, and a 27 per cent share in China brewer Tsingtao, whose namesake beer brand is the country's best-selling premium beer.

The company was acquired by its European rival InBev in a $52-billion deal in July, this year.