Budweiser, Coca-Cola and McDonald's have lauded their sponsorships of the Fifa World Cup this summer, claiming the costly investment proved a resounding success.
AB InBev, maker of Budweiser beer, and the other two multinationals – who are each believed to be paying Fifa $25m per year for the exclusive sponsorship rights – all said in recent second-quarter earnings calls that their World Cup sponsorships had boosted sales.
In the UK, Budweiser beer sales were up 18.6 per cent in the quarter over the comparable period in 2009, in large part because of World Cup-related Budweiser promotions, AB InBev said.
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