The King of Beers: From the Footiebusiness Vault

FIFABudweiser is a huge player in sports and sports advertising.  With the World Cup on the near horizon, we thought we would run an interview from June with  Camilo Durana, Budweiser’s Global Director, Budweiser Sports and Entertainment was kind enough to share a few thoughts about the current Man of the Match Program and Budweiser’s promotional efforts around the world of soccer.  Prior to joining Budweiser, Mr. Durana worked for both MLS and Octagon. Budweiser is running its Man of the Match Program for the Confederations Cup and the FIFA World Cup in 2013.  What efforts will be made during matches to make fans aware of the voting options?

Camilo Durana:  During every game, Budweiser is encouraging fans around the world to vote for their Man of the Match picks through social media. Our partner FIFA is also encouraging fans to vote through its social channels.  We are also communicating with fans in the tournament venues and during match broadcasts in select markets

FB: Is the Man of the Match Program being promoted only on domestic broadcasts or also internationally?

CD: Fans from around the world can vote for their pick for the Budweiser Man of the Match during each game and we encourage fans supporting every team to cast their votes on one of the several open voting platforms during each game – from to Facebook and our new iOS and Android apps. We’re currently offering voting in English, Spanish, Portuguese and Russian.

FB: Does Budweiser have plans to extend the Man of the Match Program to other soccer properties including MLS?

CD: In addition to the Budweiser Man of the Match award being presented at each game of the 2013 FIFA Confederations Cup™ and the 2014 FIFA World Cup™, fan voting also helps determine the Budweiser Man of the Match in the FA Cup, the oldest association football competition in the world.  We are currently focused on these tournaments, but we are always exploring other opportunities to enhance the fan experience through the Man of the Match program.

FB: Why are the Confederations Cup and World Cup attractive properties for Budweiser Sports and Entertainment?

CD: Football and sports in general are key global celebration moments and the FIFA World Cup™ and FIFA Confederations Cup™ offer a strong and relevant global platform from which we can connect with passionate football fans around the world. We’re looking forward to the opportunities presented as the tournaments bring the excitement of the beautiful game to new places around the world, and to enhance the fan experience in the more than 85 countries around the world where Budweiser is served.

FB: Finally, with the World Cup only a year away, what does Budweiser anticipate doing to activate around the tournament?

CD: As an official partner of the FIFA Confederations Cup™, Budweiser is taking this opportunity to connect with passionate football fans around the world during the tournament.  We’re proud to take this opportunity to unveil our new Man of the Match programming, including the enhanced voting platforms during this year’s tournament, and we’ll look forward to making the experience even better as the eyes of the world turn once again to Brazil during next year’s FIFA World Cup™.  Beyond continuing our Man of the Match program, we are finalizing additional plans for next year’s FIFA World Cup™ but we know that expanding our voting to even more fans for Man of the Match will be a critical component, given the passion fans have displayed for making their voices heard.