Anheuser-Busch's Budweiser brand launches Rise As One global marketing campaign for its sponsorship of soccer's World Cup in Brazil later this year; campaign to include TV and out-of-home ads, will engage consumers in store, online, across social media

Nevin Barich

NEW YORK , February 20, 2014 (press release) – With anticipation growing across the globe for the upcoming 2014 FIFA World Cup Brazil™, Budweiser today proudly revealed Rise As One, the brand's global creative campaign on behalf of its sponsorship of the upcoming tournament.

As the official beer sponsor of the 2014 FIFA World Cup Brazil™, Budweiser has designed a holistic creative platform under the Rise As One thematic, which will serve to celebrate the moments that unite and inspire fans of the beautiful game around the world.

"While football brings out regional pride and fierce rivalries, it also brings fans across the globe together once every four years through shared passion," said Andrew Sneyd, Global Vice President, Budweiser. "With the Rise As One campaign, Budweiser celebrates the world's favorite game and its role in inspiring fans to celebrate the moments that unite us as a global community."

Budweiser is present in over 80 countries around the world, and Rise As One will have truly global reach as markets around the world bring it to life through a unified platform including new television and out-of-home advertising, as well as customized local market activations and initiatives to engage fans in-store, online and across social channels. Additionally, Budweiser will develop and distribute global broadcast and digital FIFA World Cup™ related content through strategic media partnerships, the details of which will be revealed in the coming weeks.

Budweiser's Rise As One campaign will be unveiled to a national audience with the first of multiple new TV spots breaking online on March 5, 2014 and supported by impactful out-of-home content, which will showcase the passion of fans across the world as they come together to celebrate the tournament.

In addition, Budweiser is proud to unveil its unique packaging for the tournament, featuring the iconic FIFA World Cup™ Trophy which, since 1974, has represented the pinnacle of football achievement and the unity of a team and an entire nation. The limited edition aluminum trophy bottle will be introduced simultaneously in more than forty countries, and will serve as the centerpiece of the brand's packaging, which also includes limited edition glass bottles, cans and secondary packaging, which will also be available globally.

As official beer sponsor of the FIFA World Cup Brazil 2014™, Budweiser will once again bring fans around the world together to Rise As One in the spirit of celebration as the eyes of the world turn to Brazil for this year's tournament.

For more details, visit www.riseasone.com and www.facebook.com/Budweiser

About Budweiser & Football

Budweiser has a strong commitment to football globally, having served as official beer sponsor of the FIFA World Cup™ for over 25 years, and with an ongoing commitment through the 2018 and 2022 tournaments.

While Budweiser will serve as the official beer of the 2014 FIFA World Cup Brazil™, AB InBev will once again leverage its portfolio of beers around the world by extending local sponsorship rights to its leading brands in select football markets, including Brahma (Brazil), Harbin (China), Corona (Mexico), Jupiler (Belgium and The Netherlands), Siberian Crown (Russia), Hasseroder (Germany) and Beck's (Italy), among others.

About Anheuser-Busch InBev

Anheuser-Busch InBev is a publicly traded company (Euronext: ABI) based in Leuven, Belgium, with American Depositary Receipts on the New York Stock Exchange (NYSE: BUD). It is the leading global brewer, one of the world's top five consumer products companies and recognized as first in the beverage industry on FORTUNE Magazine's "World's Most Admired" companies list. Beer, the original social network, has been bringing people together for thousands of years and our portfolio of well over 200 beer brands continues to forge strong connections with consumers. We invest the majority of our brand-building resources on our Focus Brands - those with the greatest growth potential such as global brands Budweiser®, Corona®, Stella Artois® and Beck's®, alongside Leffe®, Hoegaarden®, Bud Light®, Skol®, Brahma®, Antarctica®, Quilmes®, Michelob Ultra®, Harbin®, Sedrin®, Klinskoye®, Sibirskaya Korona®, Chernigivske®, Hasseroder® and Jupiler®. Anheuser-Busch InBev's dedication to heritage and quality originates from the Den Hoorn brewery in Leuven, Belgium dating back to 1366 and the pioneering spirit of the Anheuser & Co brewery, with origins in St. Louis, USA since 1852. Geographically diversified with a balanced exposure to developed and developing markets, Anheuser Busch InBev leverages the collective strengths of its approximately 150,000 employees based in 24 countries worldwide. In 2012, AB InBev realized 39.8 billion USD revenue. The company strives to be the Best Beer Company in a Better World. For more information, please visit: www.ab-inbev.com.

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