Budweiser, has launched a new partnership with Sergio Ramos, current captain of Real Madrid and the Spanish national football team, as part of its ‘Beer of Kings’ campaign.
The brand said the partnership will bring fans closer to the football legend by rolling out limited-edition aluminium bottles featuring exact replicas of Ramos’ tattoos, creating stand-out on shelf to drive value sales for customers.
By purchasing these special-edition bottles fans can unlock exclusive content which offers a deeper perspective, in Ramos’ own words, into the meaning of each of the tattoos. The limited-edition bottles will be available through e-commerce and at participating convenience retailers across the UK.
Ramos’ ‘Beer of Kings’ campaign celebrates the star’s stand-out career in advance of his latest milestone, the most capped player ever for Spain. Budweiser feels that Ramos embodies the ambition of the Beer of Kings and celebrates his journey to becoming truly one of football’s greats by using the meaning and symbolism of his tattoos to showcase his achievements.
"I’m very excited to partner with Budweiser, a leading global brand who shares my passion and commitment for the sport of football," Ramos said. "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."
"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," said Steve Arkley, Budweiser global vice president. "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."
Budweiser’s football portfolio has continued to grow with the recent signing of multi-year partnerships with two of the top international football leagues: the Premier League and LaLiga.