Budweiser and Premier League unveil a new content series for global stars

Todd Allen, Vice President at Global Budweiser
Todd Allen, Vice President at Global Budweiser

Budweiser, an Anheuser-Busch InBev global brand and the world renown Premier League have teamed up to bring footballers and stars of music together in a new content series, ‘Behind The Game’, which launches very soon for fans around the world on Wednesday 12 April.

What is the market offering of this new content series?

The new show is part of the extended partnership between global Budweiser and the Premier League, who have recently co-developed this soon to be released authentic and engaging entertainment series. ‘Behind The Game’ gives the fans a unique insight into the icons of their favorite sport and music, with guests sharing stories of their unknown passions publicly.

Former Arsenal striker Ian Wright hosts the show, in which guests partake in engaging and insightful Budweiser bar games while discussing their careers and different off-pitch interests, passions, as well as the challenges and triumphs they have encountered along the journey.

“I’m excited for you all to see this show. It’s been a privilege to get to know these talented footballers and musicians. When you’ve faced the same personal pressures, criticism, joys and moments of self-doubt, and you find common ground in your experiences, you can get a lot from a conversation. Some of their bar game skills need some work, though,” said Ian Wright.

What does this mean for Budweiser and Premier League?

“The Premier League is a renowned world-class football league; our partnership allows us to further connect with key consumers and football fans across the world, pulling the right audience for a show like this. We are thrilled to extend our partnership in a meaningful way that goes beyond traditional sponsorship,” said Todd Allen, Global Budweiser Vice President.

“This new engaging series builds on our experience producing original content that connect our brand with culture, and we are excited to be at the forefront of sharing these stories.”

Premier League Chief Commercial Officer Will Brass said: “We are delighted to be working with Budweiser to deliver a new show to fans around the world, bringing footballers and musical icons together to share their stories and talk about how they made it to where they are today.

“There is crossover between the worlds of football and music. We are excited to show the stars of these in a different light, with the conversations brought together perfectly by Ian Wright.”