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.
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI:Â Jubilant FoodWorks Limited has landed in a tax tussle after receiving a GST demand of Rs 47.5 crore from the office of the additional commissioner of CGST and central excise in Thane, Maharashtra.
The order, issued under the provisions of the Central Goods and Services Tax Act, 2017, relates to an alleged incorrect classification of certain services under the category of restaurant services. According to the tax authorities, this classification resulted in a short payment of goods and services tax for the period between the financial years 2019-20 and 2021-22.
The demand includes Rs 47.5 crore in GST along with an equal amount as penalty, in addition to applicable interest. The order was received by the company on March 13, 2026.
In a regulatory filing to the BSE Limited and the National Stock Exchange of India Limited, the company said it disagrees with the order and believes its arguments were not adequately considered.
The company is preparing to challenge the decision and plans to file an appeal. It added that once the redressal process is complete, the demand is likely to be dropped.
Despite the sizeable figure attached to the notice, the company said it does not expect any material impact on its financials, operations or other activities.
The disclosure was signed by Suman Hegde, EVP and chief financial officer, who confirmed that the company received the order at 19:06 IST on March 13 and has already initiated steps to contest it.
The development places the quick service restaurant major in the middle of a tax debate that could hinge on how certain restaurant-linked services are classified under GST rules. For now, the company appears ready to take the matter from the tax office to the appeals desk.
