In July 2019, AB InBev’s Budweiser announced a multi-year partnership with the UK’s Premier League and Spain’s LaLiga, a deal spanning five continents and more than 20 countries around the world. We were tasked by Budweiser to communicate the essence of this new deal.

Throughout its history, beer brands such as Heineken or Carlsberg have dominated European sponsorship of football, so we wanted to introduce Budweiser in a way that was meaningful for both the brand and the people. To do this, we dug deep and found Budweiser had been there all along.

After analyzing data from over 4,000 of the most well-known goals in The Premier League and LaLiga’s history, we found there was a similarity between the formation of the goals and Budweiser’s famous ‘bowtie’ logo. From this, ‘Goals Of Kings’ was born, allowing Budweiser to become part of the history of the most iconic European sport without ever being there before.

We want it to show how Budweiser was in La Liga and Premier League history a from long time ago. That was something very difficult to show. Analyzing the most important historic goals of the mentioned tournaments, we observed that the most impressive ones where the ones that show a collective team play. Our design team, understood that those goals had at least six pass before scoring. That’s how we find than our world-famous Budweiser’s Bow Tie was present in the most relevant goals.

12 of the formations have been immortalized in a book that sits at the heart of the sponsorship. Each sequence has been beautifully crafted using different art direction and copy techniques. Superstar and former Aston Villa player, Juan Pablo Angel, who also has a formation featured in the book, launched the campaign in December 2019 with several important sports journalists. The book was present in several sports shows and the campaign aired on TV, digital, radio, outdoor and print.

- The campaign ran through different media such as TV, Digital, Outdoor, Print, and a Direct Mail (the book), and had more than 7.8 MM USD in earned media.

- The campaign had more than 24 MM impressions.

- 5 of the superstars of the leagues had comments about it, including Juan Pablo Angel, former player of the Aston Villa (and scorer of one of the goals of the campaign).

- More than 4000 goals were analyzed by our algorithm, both from Premier League and Spanish LaLiga.

- 12 of the goals were immortalized in a book that travelled across 36 different Sports Media/Programs in Latin America.