Italian footballing giants Juventus have agreed a deal for Bud to be their new and official beer for the next three seasons, according to reports.

According to Sport Business, the Serie A champions, who have won the title seven times in a row now, will enjoy the partnership with Bud until the end of the 2021-2022 season.

This is not the first partner Juventus have enjoyed in the food and drinks industry, with some of their other partners including M&M’s, De Cecco and BeeBad energy drink.

Bud are reportedly set to launch various digital activations inspired by the partnership and will even use the club’s imagery as part of the visual promotion of their product.

This is not unheard of, especially for the beer company, as Budweiser in the UK have been involved in football sponsorship for a while. They’ve been heavily involved for many years in women’s football, and also sponsoring the Premier League as well.

Their English top-flight campaign has seen social media hashtags developed as part of their work in the industry, with #beerofkings circulating around match-day conversation as part of their engagement with fans.

You may well see similar promotion from them with their new sponsorship.

Giorgio Ricco, Juventus’ Chief Revenue Officer, spoke about the sponsorship: “We are happy to welcome Bud to our partners as our official beer.

“The globality of its brand has often been expressed in recent years through advertising campaigns that are still in everyone’s memory or with the spectacle of some of the biggest events, including the Super Bowl and the World Cup.

“This attention to entertainment will be central to the partnership that will bind us for the coming seasons.”