Budweiser Sponsorship of 2010 FIFA World Cup South Africa(TM) to Unite Soccer
Fans Worldwide

Canadian Programs Celebrate Soccer by Rewarding Passionate Fans, Honouring Talented Players

TORONTO, April 7 /CNW/ - Budweiser, Canada's number one selling beer, unveiled its 2010 FIFA World Cup South Africa(TM) sponsorship activation plans today. Committed to transcending cultural boundaries, each program is designed to unite consumers across the country and celebrate the game of soccer by rewarding passionate fans and top players.

"The 2010 FIFA World Cup South Africa(TM) is an incredible Global platform that presents an unparalleled opportunity for us to reach out and connect with Budweiser drinkers and soccer fans," said Kyle Norrington, Marketing Director, Budweiser. "Soccer is the number one participated sport in Canada and we plan to use digital and experiential marketing to strongly link our brand with soccer fans uniting them in ways never done before."

To support its 2010 FIFA World Cup South Africa(TM) sponsorship, Budweiser is launching a host of pioneering activities that will engage and bring new and seasoned fans together to celebrate the greatest tournament on earth. This includes renovating and amplifying key programs successful in previous FIFA World Cup(TM) years (Man of the Match and Global Beer Champions 6v6), while innovating and executing new digital marketing activities to create engaging consumer connection moments.

The details behind the company's three global marketing programs are:

    
    1. Budweiser "Man of the Match" - As it has in the past, Budweiser will
       hold the "Man of the Match" program, which will launch this year on
       May 24. Given to each game's outstanding player, "Man of the Match"
       winners will be chosen this year by fans, who can cast their votes
       online and by SMS. This initiative will allow Budweiser - in
       partnership with the CBC in Canada - to provide a direct link between
       dedicated fans and the players they respect.

       In addition to choosing the "Man of the Match," one lucky fan will win
       a chance to present the Budweiser "Man of the Match" trophies at the
       2010 FIFA World Cup South Africa(TM). Fans can enter online to let
       Budweiser and CBC know who their favourite player is of all time to
       qualify for a chance to win. In all, 64 lucky fans from countries
       around the world will have an opportunity to win a trip to South
       Africa and participate in that magical moment.

    2. Global Beer Champions 6v6 - The highly successful 6v6 Budweiser Cup
       has evolved into an international amateur event featuring soccer teams
       from around the world competing in local grassroots tournaments.

       In Canada, Budweiser will host five regional tournaments in May in
       Vancouver, Edmonton, Toronto, Montreal and Ottawa. Regional tournament
       champions will move forward to the national finals in Toronto in June
       to compete for an all expense-paid trip to the 2010 FIFA World Cup
       South Africa(TM) and compete in the Global Beer Champions 6v6
       tournament to be played on July 1, 2010 in a FIFA World Cup(TM)
       Stadium, Loftus Versfeld in Pretoria. Teams of eight interested in
       competing can register at www.bud6v6.com starting in mid-April. Each
       team can create a team web page on bud6v6.com and encourage their
       fans, friends and family to support them in their bid for a seat in
       their regional competition. Argentina is the reigning 2009 global
       champion.

    3. Bud House - Budweiser will literally unite football's most passionate
       fans, bringing together one fan from each of the 32 qualifying
       countries to live under one roof at the Bud House for the duration of
       the 2010 FIFA World Cup South Africa(TM). This one-of-a-kind event is
       Budweiser's own digital version of a reality TV show, where the fate
       of 32 football fanatics is directly connected to the success of their
       country's teams. If your team is eliminated so are your chances of
       winning. The last two fans will attend the 2010 FIFA World Cup South
       Africa(TM) final, with the winner securing international bragging
       rights, and the opportunity to present the Budweiser "Man of the
       Match" award to the World Cup finals Most Valuable Player. Although
       Canada is not participating in 2010 FIFA World Cup South Africa(TM) we
       will still be represented at Bud House, where one lucky Canadian fan
       will act as bartender to the residents of Bud House.
    

"Budweiser has been associated with the FIFA World Cup(TM) for more than two decades, and has played a pivotal role in the success of this event. The brand has championed many worldwide events over the years and is clearly committed to the world of sport," said FIFA's Secretary General Jérôme Valcke.

Budweiser supports its sponsorship of the 2010 FIFA World Cup South Africa(TM) both in the host country and international markets. This includes use of the official tournament marks for promotional purposes, such as packaging, point-of-sale materials and other advertising. The company also receives on-field signage, outdoor billboards and pouring rights at FIFA World Cup(TM) venues. Fans will be able to sample Budweiser during all games of the 2010 FIFA World Cup South Africa(TM) scheduled from June 11 to July 11 in nine cities across South Africa. This FIFA World Cup(TM) marks the seventh consecutive time that Budweiser has served as the Official Beer sponsor of the FIFA World Cup(TM).

About Budweiser

Budweiser has been the King of Beers since 1876, and is brewed naturally using only the finest ingredients, without any artificial ingredients, additives or preservatives. Budweiser is distinguished by its clean, crisp, distinctive flavour, the result of a unique beechwood aging process. www.budweiser.ca or www.facebook.com/budweisercanada

About FIFA

The Fédération Internationale de Football Association is the world governing body of football, comprising 208 football associations grouped into six confederations. Based in Zurich, Switzerland, FIFA's activities extend far beyond its broad spectrum of international competitions headed by the FIFA World Cup(TM). FIFA provides material, financial and promotional means to develop the game around the world, and offers underprivileged communities support through the Football for Hope movement. For the Game. For the World.

For more information on FIFA and its competitions, especially the 2010 FIFA World Cup South Africa(TM), please visit the official website at www.FIFA.com.

For further information: Catherine Pringle, Labatt Breweries, [phone]; Noor Marzook, Edelman, [phone] x239, [email protected]