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Everton lager deal pumps in more cash.

Byline: Alan Weston

EVERTON Football Club has entered into a moneys pinning new sponsorship deal withBudweiser. Under the deal, the brand will become the ``official beer'' of the Blues.

It means Budweiser will have exclusive lager pouring rights across all concourse bars at Goodison Park.

And it includes perimeter advertising, in-stadium and concourse signs, and the right to use official Everton FC marks and logos on Budweiser products and point-of-sale items worldwide. Everton chief executive officer Michael Dunford said: ``In Budweiser we have found a partner whose ambitions match our own. This new partnership means Everton FC is joining forces with the world'sbest-selling beer, and we look forward to working with Budweiser in the years tocome.''

The deal will undoubtedly be a profitable one for the Goodison Club but the financial details have not been released.

Randall Blackford, Budweiser's UK marketing director, said: ``Budweiser's partnership with Everton Football Club is an outstanding fit, bringing together two brands with a commitment to quality and dedication to being the best. ``This sponsorship is a great way for Budweiser to reach beer drinkers, and we are proud to be associated with Everton Football Club.'' Everton is the latest addition to a string of football sponsorships by Budweiser.

It is already the ``official beer'' of The FA Premier League,Manchester United and Chelsea FC, and ``official partner'' of Manchester City.

Budweiser has also been ``official beer'' of the FIFA World Cup since 1986.
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Publication:Daily Post (Liverpool, England)
Date:Oct 17, 2003
Words:239
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