Bud House will feature one fan from each of the 32 countries participating in the soccer tournament. When a team is eliminated, so is its fan in the Bud House, and the fans of the two teams playing for the championship will attend the match, with the winner presenting the Budweiser “Man of the Match” award to the World Cup Finals Most Valuable Player.
Anheuser-Busch InBev chief marketing officer Chris Burggraeve said:
The 2010 FIFA World Cup South Africa presents an unparalleled opportunity for us to fully leverage our newfound scale and expanded brand portfolio for the newly formed Anheuser-Busch InBev. Digital and experiential marketing will be at the core of our connection plans to unite football fans in ways we have never done before in past World Cups.
And FIFA secretary general Jérôme Valcke added:
Over the years, FIFA’s partnership with our family of commercial affiliates has made an ever-increasing contribution to the global development of our game as a whole. Associated with the FIFA World Cup for more than two decades, Budweiser and, now, Anheuser-Busch InBev, has of course played a pivotal part in the success of our flagship event. too. Having championed numerous other events worldwide in the past, there can be no doubting its commitment to the world of sport in the long-term.