Budweiser World Cup ban
Anheuser-Busch will not be allowed to use the Budweiser name at the World Cup in Germany, in a continuing row over copyright.
The firm cannot use the name in Germany as Czech brewer Budweiser Budvar owns the copyright to it there.
A-B’s beer is called Anheuser-Busch Bud and will be available inside World Cup stadiums alongside Bitburger, which is brewed in Germany.
Despite A-B’s US$40m deal to sponsor the mammoth event, A-B has had to reach a compromise with Bitburger to use the name “Bud” on perimeter advertising at World Cup stadiums.
The “Bud” name may not be used universally due to its similarity with “Bit”, the name Bitburger uses for its beer.
In return for use of the “Bud” name, official FIFA partner A-B will grant Bitburger the right to sell its beer at all stadiums during the tournament.
A-B vice president of global media and sports marketing Tony Ponturo said: “The long-standing dispute with a Czech brewer will not hamper our efforts to activate strong World Cup marketing programmes.”
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