Sweet FA for Budweiser

What went through your mind when you found out that Budweiser is the new sponsor of the FA? It seemed like such a far-fetched concept to me that I double checked to make sure it was not a delayed April Fool’s joke. For others, it was no big deal.

I understand that it is a pivotal move that will challenge the beer’s American image but what impact will it have on the FA’s image?

Budweiser is the undisputed premier brand partner for mainstream American sports – the Superbowl would simply not be the same without the presence of the iconic Budweiser commercials (or advertisements depending on where you live). Is Budweiser representative of leadership – yes. Is Budweiser well matched to real football – the jury is still out. In fairness to Budweiser, they have been the official beer of the FIFA World Cup for the last 25 years, so maybe their sponsorship of the FA is nothing more than a natural progression.

Whilst decision makers at the helm may argue that the move can only benefit the sport, I struggle to see how this (mis)match can ever be a benefit. Kudos to Budweiser for pulling this off but on a deeper more emotional level, I can’t help but wonder if the symbolism of this partnership will overshadow the fiscal benefits to the FA.

I’m keen to hear thoughts and opinions on this from both sides of the pond.

Not Quite David and Goliath

The feud between Haye and Klitschko has been playing out like a testosterone fuelled bitch fight over the years. Provocative press conferences, snide tweets and tasteless screen printed apparel. It’s been so long, drawn out and petty that at one stage I believed that that the battle between David and Goliath was one that would never be adapted for television.

Yet on the 2nd of July in Hamburg the pair finally had the chance to settle the score in the ring. The fight didn’t end as poetically as the Bible story, nor did it share exact parallels. Yes, Klitschko is taller than Haye but unlike the David of the Old Testament, Haye didn’t approach his battle with a few humble stones and a slingshot. Haye peppered his opponent with verbal stones in the lead up to fight, but as the battle commenced, it was clear that Goliath had no intention of falling easily.

The fight ended in victory for Klitschko, but both men were standing at the final bell – neither able to deliver on their promises.

I’m secretly hoping for a rematch when Haye’s toe is fully functional. With less propaganda and proper brawn I think we’ll get a clearer picture of who the real legend is.