The ‘King of Beers’ Inks Deal with Sergio Ramos

Budweiser has announced a licensing deal with champion soccer player Sergio Ramos.
License Global

October 17, 2019

The ‘King of Beers’ Inks Deal with Sergio Ramos

Budweiser, the global brand of AB InBev, has announced a licensing deal with champion soccer player Sergio Ramos for a new campaign, “Be a King.”

As Budweiser continues its move into European football, the new campaign tells the story of how the star athlete rose to the top and how he became one of soccer’s greats by using symbolism behind his tattoos.

“I’m very excited to partner with Budweiser, a leading global brand who shares my passion and commitment for the sport of football,” says Sergio Ramos. “I look forward to sharing my story in a unique way with my fans around the world to inspire them to see that greatness is within all of us, you just need the confidence to step up.”

To tell Ramos’ story from Seville to the Spanish La Liga and beyond to the Premier League via the player’s signature tattoos, the partnership will produce limited-edition bottles with exact replicas of each tattoo.

“Budweiser is proud to celebrate the journey of Sergio Ramos as a king of global football and one of

the greatest players of his generation,” says Steve Arkley, global vice president, Budweiser. “We’re excited to spotlight his story in such a unique way for football fans worldwide, and our ambition is to inspire consumers to step up and taste greatness.”

Available across e-commerce and in several countries, bottles will allow fans to unlock exclusive content, which shines a light on each tattoo and what they mean in Ramos’ own words.

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