MUMBAI: Anheuser-Busch which owns beer brand Budweiser has extended its partnership with the Federation Internationale de Football Association (Fifa) as the official beer of the 2010 and 2014 Fifa World Cup tournaments.

The brand also serves as the official beer sponsor of the 2006 Fifa World Cup in Germany from 9 June to 9 July.

The brand also serves as the official beer sponsor of the 2006 Fifa World Cup in Germany this summer.

Anheuser-Busch VP global media and sports marketing Tony Ponturo says, "In every corner of the world, football fans share a passion for their favourite teams and players, and they enjoy watching the games with a cold beer. As the most watched international sporting event, the FIFA World Cup allows Anheuser-Busch to connect our flagship brand with millions of adult beer drinkers and football fans.

"Since 1986, Budweiser has been a strong supporter of this tournament, and we will continue to bring fans closer to the excitement of the FIFA World Cup for the next eight years."

Anheuser-Busch supports its sponsorship of the FIFA World Cup both in the host country and key international markets. This includes use of the official tournament made for promotional purposes, such as packaging, point-of-sale materials and other advertising. The company also receives on-field signage, outdoor billboards and pouring rights at FIFA World Cup venues.

In 2006, Anheuser-Busch has several activities supporting its FIFA World Cup sponsorship including Budweiser Cup, an amateur tournament that features six-man football teams from around the world. Participating countries include Portugal, Germany, Greece, England, Northern Ireland, United Arab Emirates, the Netherlands, Italy, Argentina and the United States. Anheuser- Busch also will sponsor the "Man of the Match" award given to each game's outstanding player. In addition, special cans and bottles with the World Cup logo will be available throughout Europe.

Anheuser-Busch has been a Fifa World Cup partner since 1986. The 2014 FIFA World Cup will be Anheuser-Busch's eighth consecutive tournament as a major event sponsor, serving as a symbol of the company's commitment to football around the world.