Budweiser Canada Joins Global Support as Anticipation Builds for the 2014 FIFA World Cup Brazil(TM)

Budweiser Canada Joins Global Support as Anticipation Builds for the 2014 FIFA 
World Cup Brazil(TM) 
Brand Unveils Rise As One Campaign 
TORONTO, June 10, 2014 /CNW/ - Budweiser, the official sponsor of the 2014 
FIFA World Cup Brazil(TM), today revealed the Canadian components of its fully 
integrated, global content series as part of the brand's Rise As One FIFA 
World Cup(TM )campaign, available to soccer fans across the country. 
Centered around the Rise As One thematic which honours the moments that unite 
soccer fans worldwide, Believe As One commercial captures the spirit of 
anticipation now building around the world as fans and players eagerly look 
ahead to the FIFA World Cup(TM) tournament, and will exist online as well as 
throughout the tournament on CBC. 
"Soccer is unique in its ability to unite fans all over the globe and its 
unifying power is never more evident than when the world comes together during 
the FIFA World Cup(TM)," said Andrew Sneyd, Global Vice President, Budweiser. 
"Through the Rise As One campaign and our new spot Believe As One, Budweiser 
showcases the passion and building anticipation shared by fans and players the 
world over." 
Budweiser CBC/Radio-Canada Broadcast Partnership Budweiser will be an official 
broadcast partner of CBC/Radio-Canada for the games gaining access to in-game 
content, the post game "Man of the Match" feature presentation, as well as 
being an official sponsor for a massive viewing party on Front Street in 
Toronto for the FIFA World Cup(TM) Final. 
"We're very pleased to have partnered with Budweiser on these initiatives," 
said Jim Kozak, Director of Sales, Olympics and Sports Partnerships.  
"CBC/Radio-Canada and Budweiser  each share a passion for the beautiful game 
and we're looking forward to presenting that to millions of Canadians across 
the country through our coverage." 
In addition to traditional advertising, Budweiser is giving digital a prime 
spot in it's activation with a string of video and social efforts. Budweiser 
has created a microsite for its "Rise as One" campaign that serves as a hub 
for all video and social content surrounding the week-long event. As far as 
video, the campaign includes two Web series that Budweiser has created with 
Fox Sports and Vice. The Fox Sports content spans 80 countries for a global 
push, and the Vice video includes a six-part documentary series. 
Rise As One Modern Day Stories Budweiser and VICE are creating a series of 
short digital episodes that follow the same campaign thematic and will tell 
five incredible and inspiring contemporary stories from around the world. They 
are available to view on www.riseasone.com and are: 

    --  From Brazil, "Soccer is Believing" - a highly competitive form
        of the sport is played by blind and partially-sighted athletes
        and this film follows as one of the top teams in Brazil tries
        to pull a new player out of isolation.
    --  In Koh Panyee, a tiny island floating off the coast of
        Thailand, a group of soccer-crazed fisherman encountered a
        unique problem in that there was no land to play the beautiful
        game. This short explores how a group of friends came up with
        an idea that would eventually spawn one of the most successful
        clubs in southern Thailand.
    --  Situated in the Darfur region in Eastern Chad, the Djabal
        Refugee Camp is home to six tribes, many of whom have been in
        conflict for centuries. Darfur United is the first team ever
        established to represent the region in international sports.
    --  This film explores the growing grassroots soccer sub-cultures
        developing in unexpected places in China. Follow one of
        Beijing's most prestigious independent teams to a Naxi village
        in the rural southwest to see what happens when old and new
        China mix on the pitch.
    --  In Texas, we follow the best amputee players in America as they
        come together for tryouts and the team's first training camp in
        hopes of representing their country in the Amputee Football
        World Cup.

"No other competition offers such powerful moments of celebration, optimism 
and camaraderie to its fans, and Budweiser will be right there on the ground 
to share in those moments and help make them more exciting than ever before." 
said Michaela Charette, Director of Marketing Budweiser Canada.

For more details on Budweiser's creative content series and the Rise As One 
campaign, visit www.RiseAsOne.com and follow @budcanada on Twitter.

About Budweiser & Soccer Budweiser has a strong commitment to soccer globally, 
having served as official beer sponsor of the FIFA World Cup™ for over 25 
years, and with an ongoing commitment through the 2018 and 2022 tournaments.

About Budweiser While Budweiser will serve as the official beer of the 2014 
FIFA World Cup Brazil(™), Anheuser-Busch InBev will once again leverage its 
portfolio of beers around the world by extending local sponsorship rights to 
its leading brands in select soccer markets, including Brahma (Brazil), Harbin 
(China), Corona (Mexico), Jupiler (Belgium and The Netherlands), Siberian 
Crown (Russia), Cass (Korea), Hasseröder (Germany) and Beck's (Italy), among 

Budweiser - the King of Beers - has been brewed since 1876 under the highest 
quality standards. Brewed in Canada for more than 30 years, Budweiser uses 
only the finest ingredients without any artificial ingredients, additives or 
preservatives. Budweiser is distinguished by its clean, crisp, distinctive 
flavour, the result of a unique beechwood aging process.

For more information, visit  www.budweiser.ca or 

Laura Ballantyne, Veritas Communications Inc., ballantyne@veritasinc.com, 
416-955-4591; Lorraine Doherty, Labatt Breweries of Canada, 
Lorraine.doherty@labatt.com, 416-361-5247 
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ST: Ontario
-0- Jun/10/2014 13:31 GMT
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