MAM
Budweiser Experiences announces multi-year global sponsorship with the Premier League and LaLiga
MUMBAI: Budweiser Experiences today announced multi-year partnerships with two of the top international football leagues, the Premier League and LaLiga. As a long-time partner of the FIFA World Cup™ and supporter of football leagues and several national teams worldwide, Budweiser Experiences is proud to expand its support for the world’s game and connect to more football fans every year. These new partnerships will activate across five continents and in more than 20 countries* including the United Kingdom, China, South Africa, India, Chile and Nigeria, bringing fans closer to their football heroes through a series of unique programs across the globe.
Budweiser Experiences will launch its global ‘Be A King" campaign in conjunction with these partnerships. This campaign will inspire fans around the world by bringing them closer to the kings of the game. Activations will include limited edition packaging showcasing the iconic league trophies, exclusive viewing parties, broadcast media assets and content partnership designed to celebrate the greatness of the players on the field and the cultural impact of the players off the field.
“We are excited to kick-off these long-term partnerships with the Premier League and LaLiga, two world-class football competitions. These partnerships will allow us to further connect with key consumers and football fans across the globe,” said Pedro Earp, Chief Marketing Officer at AB InBev. “We are passionate about football, and so are our consumers, so we couldn’t be prouder to celebrate the sport, the players, and most importantly, the fans.”
Commenting on the same, Kartikeya Sharma, VP Marketing – South Asia, AB InBev said “We are thrilled to partner with two of the top international football leagues – Premier League and LaLiga. Football has been a passion point for Indians and excitement around the sport has only grown over the years in the country. Tapping into this, we want to provide well-curated experiences as well as engaging content to our consumers, creating an opportunity to celebrate the spirit of the beautiful game together with fans locally as well globally.”
Premier League Interim Chief Executive Richard Masters said: “We are delighted to announce Budweiser Experiences as a new Premier League partner. Budweiser Experiences has a track record of innovative football sponsorships, including partnering with the FIFA World Cup™ over many years. We look forward to working together to bring our new partnership to life and capturing the imagination of our fans all over the world.”
LaLiga President Javier Tebas added: “We're committed to growing the passion for football around the world. This historic partnership will only add to the growing excitement and anticipation for this year’s season and we’re thrilled to have them as partners. The global visibility of Spanish clubs will be strengthened thanks to this agreement.”
Extending their efforts in India, Budweiser Experiences will keep up with the sporting frenzy by hosting live match screenings across relevant POCs, specially curated fan parks along with in-home experiences. Through the course of the season, Budweiser Experiences will also curate exclusive digital content celebrating iconic players, team and match instances, encompassing on-field and behind the scene moments. Building a more local connect, Budweiser Experiences will also partner with native ambassadors, influencers and fan clubs, to effectively brew the fervour in the country. To add to the overall on-ground sentiment, exciting merchandise will also be made available, ensuring Indian fans are truly part of the occasion.
MAM
BLR Airport Launches ‘Connections’ Service to Ease Transit Travel
New initiative targets smoother transfers as Bengaluru hub traffic rises 30 per cent.
MUMBAI: Missed connections may be a traveller’s nightmare but Bengaluru is trying to make them a thing of the past. Kempegowda International Airport Bengaluru (BLR Airport) has rolled out ‘Connections by BLR’, a new transfer programme designed to take the friction out of connecting journeys. Built around three pillars ease, efficiency and experience,the initiative aims to simplify what is often the most stressful leg of air travel.
The move comes as transfer traffic at BLR Airport climbs sharply, up more than 30 per cent year-on-year. Transfers currently account for around 15 per cent of total passenger traffic and are projected to touch 20 per cent by 2026, signalling a clear shift in how the airport is positioning itself within airline networks.
At its core, the programme focuses on making navigation intuitive and downtime more comfortable. Dedicated transfer desks have been set up across terminals, supported by colour-coded wayfinding blue and yellow signage designed for quick recognition. Inter-terminal movement is being streamlined through complimentary shuttle services with predictable wait times, while designated transfer zones aim to reduce passenger confusion.
Beyond logistics, the airport is leaning into experience. Travellers in transit now have access to a wider choice of lounges, curated retail and food and beverage options, as well as sleeping pods for short stays. For longer layovers, transit hotels in both Terminal 1 and Terminal 2 offer boutique in-terminal accommodation, an increasingly sought-after feature as global travel patterns evolve.
The timing is strategic. BLR Airport now connects to 114 passenger destinations 80 domestic and 34 international with key routes spanning Delhi, Mumbai, Kolkata, Hyderabad and Pune domestically, and Singapore, London Heathrow, Dubai, Abu Dhabi and Kuala Lumpur internationally. Recent additions such as Hindon, Bidar and Silchar within India, alongside Dammam, Hanoi and Riyadh overseas, are further expanding its reach.
Infrastructure is also catching up with ambition. Developments including the West Cross Taxiway, Terminal 1 refurbishment and Terminal 2 expansion are laying the groundwork for higher capacity and smoother operations critical for any airport aiming to become a serious transfer hub.
Bangalore International Airport Limited chief operating officer Girish Nair framed the initiative as both a response to demand and a forward-looking play. He pointed to the growing depth of the airport’s network and the opportunity to build a more reliable transfer ecosystem that benefits both passengers and airline partners.
In an era where travel is as much about transitions as destinations, BLR Airport is betting that a seamless connection might just be the journey’s most important upgrade.
