JOHANNESBURG (Reuters) – Soccer World Cup sponsor Anheuser-Busch InBev’s Budweiser will give up some of its rights at fan parks as part of a strategic decision to focus its beer presence in stadiums at this year’s finals in South Africa.

The decision will allow other brewers to sell beer at fan parks — venues in public areas where supporters can watch games on big screens — during the tournament.

“We have decided not to participate in the Fan Fest program, making a strategic decision to focus our beer presence in-stadium during FIFA World Cup matches,” Michael Torres, a spokesperson of AB InBev, the world’s largest brewer and owner of the iconic Budweiser brand, told Reuters.

“This is where we can best connect Budweiser with the true passion of the game — not only in the stands but also through the incredible power of TV exposure that will reach tens of millions of adult consumers.”

The global giant added that all other beers sold at fan parks would be unbranded.

Budweiser is one of the main sponsors of the soccer spectacular, giving it exclusive rights to sell beer at FIFA venues, while rival SABMiller is the biggest supplier to the local market.

Organisers expect up to 450,000 foreign fans in South Africa for the month-long tournament which starts on June 11, while tens of thousands of local supporters are expected to watch games at fan parks across the country.

        

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