Budweiser launches ‘Dream Goal’ football campaign with Sky Sports

Budweiser Dream Goal campaign launches a mission to find Britain’s best amateur scorer, fronted by Gary Neville, Jamie Redknapp, Ed Chamberlin and Martin Tyler 

Budweiser has launched Dream Goal, a hunt for the greatest amateur goals from across the country. Dream Goal will be fronted by Sky Sports football talent – footballers-turned-pundits Jamie Redknapp and Gary Neville, presenter and broadcaster Ed Chamberlin and commentator Martin Tyler.

The Budweiser Dream Goal competition challenges British amateur footballers to submit videos of their ‘dream goals’ in the hope of winning the ultimate prize – to star in Budweiser’s spring TV ad campaign supported by Sky Sports. The campaign spearheads Budweiser’s most recent commitment to supporting grassroots British football as part of its global association with the sport.

Budweiser Dream Goal will be supported by limited edition primary and secondary packaging, running across a number of SKUs including the 4x568ml, 12x300ml, 6x300ml basket and 18x440ml suitcase pack. Two new easy-carry packs will also be launched by Budweiser for this initiative – a 12x300ml and 12x400ml – building on the success of Budweiser 18 and six easy carry packs which have grown over 70% in the past year[1].

The new packs are in store from the 16th of March. The campaign will be supported across all stores in an omnichannel approach with all messaging supporting the ‘in home occasion’ of watching sports with a Budweiser – ‘grab some Buds for the game’. In-store, POS will drive visibility of the campaign with sightings at front of store, in the beers, wine and spirits aisle, and online.

A ‘scan to win’ mechanism displayed on the packs will also enable consumers to enter a competition via the Bud app, for the chance to win all of the tools needed to become part of Budweiser Dream Goal, including footballs, GoPro cameras and 50-inch TVs; consumers are asked to download the app, purchase a pack and scan the on-pack code to reveal their prizes.

Budweiser will work with Sky Sports to promote the campaign, as well as TalkSPORT, The LAD Bible, The SPORT Bible, Buzzfeed and Grass Root Goals – all popular destinations for sports fans and supporters themselves of grassroots football.

Andre Finamore Amaral, Senior Brand Manager at Budweiser, says of the campaign: “Through Budweiser Dream Goal we want to capture the magic of Sunday league football, and elevate amateur star players to an almost professional status. Every football fan dreams of seeing their goal on TV, and we are all thrilled to be making this dream a reality and continuing our longstanding support of British football.”

Jason Hughes, Head of Creative Solutions at Sky Media, says of the campaign: “It’s brilliant to be able to collaborate with Budweiser on its Dream Goal campaign. Sky Sports is the home of football and this was a fantastic opportunity for two brands to bring more joy and excitement of football to all fans who live the dream!”

Full terms and conditions can be found at www.budweiser.co.uk/dreamgoal and further information can be found at www.youtube.com/budweiserUk and www.facebook.com/budweiseruk.

Earlier this month, Budweiser also announced a new long term agreement with The Football Association, which will see the iconic brand become the Official Beer Partner of The FA Cup until 2018. As Official Beer, Budweiser will continue to bring the world’s most prestigious cup competition closer to fans through an exciting programme of activity.

This will include a continuation of the Budweiser Club Futures programme, which has invested £1m into non-league football over two seasons and was supported by The FA and the League Manager’s Association.