Budweiser partners with Sergio Ramos in their latest ‘Be A King’ Campaign


Budweiser launches a new campaign – Be A King, with Sergio Ramos, current captain of Real Madrid and the Spanish national team.

‘Be a King’ campaign celebrates his stand-out career in advance of his latest milestone, the soon-to-be most capped player ever for Spain. The campaign celebrates his journey by using the meaning and symbolism of his tattoos to showcase his achievements.

“I’m very excited to partner with the brand as it shares my passion and commitment for the sport of football,” Ramos said. “I look forward to sharing my story in a unique way with my fans around the world to inspire them to see that greatness is within all of us, you just need the confidence to step up.”

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To kick off the partnership, the brand released a hero film highlighting Ramos’ journey from Sevilla to the top of global football. The video shows Ramos without any of his trademark tattoos. As the story unfolds, his ink slowly re-appears on his skin as the video plays out his notable achievements. This iteration of the ‘Be A King’ campaign delivers the brand’s ambition to inspire consumers to taste greatness with a king of the game, Sergio Ramos.

“We are proud to celebrate the journey of Sergio Ramos as a king of global football and one of the greatest players of his generation,” said Steve Arkley, Budweiser Global VP. “We’re excited to spotlight his story in such a unique way for football fans worldwide and our ambition is to inspire consumers to step up and taste greatness.”

In addition, there will also be ongoing digital extensions throughout the season (available across social platforms, including @BudFootball) to keep fans engaged with the kings of the game.

The brand’s football portfolio includes recently signed, multi-year partnerships with Spanish LaLiga and the Premier League, two of the top international football leagues. The brand is also a 30+ year partner with FIFA World CupTM.