Bud Football: Be A King

Anheuser-Busch InBev’s (AB InBev) global brand, Budweiser, announced a new partnership with Sergio Ramos, football champion and current captain of Real Madrid and the Spanish National Team. As one of the best defenders of his generation, Ramos’ ‘Be a King’ campaign celebrates his stand-out career in advance of his latest milestone, the soon-to-be most capped player ever for Spain. Ramos embodies the ambition of the King of Beers and Budweiser celebrates his journey to becoming truly one of football’s greats by using the meaning and symbolism of his tattoos to showcase his achievements. The ‘Be a King’ integrated marketing was created in partnership with Deutsch New York. This iteration of the ‘Be A King’ campaign delivers Budweiser’s ambition to inspire consumers to taste greatness with none other than a king of football, Sergio Ramos.