On International Women's Day the American beer brand has announced its first ever sponsorship of women's football.

 

Brewer AB InBev says it will, "work collaboratively with the Lionesses and support their ambition as they head to France for the FIFA Women's World Cup 2019™"

The partnership was signed in the run-up to International Women's Day, which this year focuses on the theme of #BalanceforBetter, calling for gender balance across the world.

"We believe that football is more than just a game – it's a huge part of our culture, and one of the best ways to bring people together, which is why Budweiser and football share a natural affinity," said Paula Lindenberg, president for AB InBev UK & Ireland.

"We couldn't be more excited to take this bond to the next level, by supporting the incredibly skilful Lionesses at this point in their journey.

"We believe that our value matches the Lionesses' perfectly – we champion passion and ambition – qualities that the England Women's team display every time they step on the pitch. You only need to look at their winning performance in the SheBelieves Cup to see that this year is going to be epic for the team. We ultimately want the country to raise a glass and get behind them. Lionesses – this Bud's for you!"

This latest partnership forms part of Budweiser's wider tie-in with England Football - Bud Light is the Official Partner of the England Senior Men's Team, and Budweiser is the Official Beer of Wembley Stadium.

The news comes just days after BT Sport announced it would be running a women's tournament for the first time as part of its Pub Cup initiative.