The official beer of the England football team, Budweiser, has partnered with 1966 World Cup winning legend Sir Geoff Hurst on its promotional campaign for the Euro 2024 Championship.
The AB InBev brand has redesigned its can with the words “Let’s bring it Home” embossed on the side and a Three Lions crest. There is also an inscription of a blessing from Hurst with his signature. Some 12 million cans will be produced for fans during the tournament.
It aims to focus minds on whether the team can ‘bring it home’, with 1966 still being the only time England have won a major football tournament. But the team was runners-up in 2021 after to losing on penalties to Italy in the final of Euro 2020.
The ‘Home’ cans mark the latest instalment in Budweiser’s support of the England Men’s team. It has been a partner of the FA and Official Beer Of England since 2018.
Bud bought Hurst back together with the actual number 10 shirt that he wore on his historic World Cup-winning hat-trick in 1966 against West Germany. The shirt, which is insured for £4million was borrowed from The National Football Museum, where it is usually on display.
Multi-channel
The campaign by creative agency Revolt will launch across television and streaming channels. It is launching with a cinematic advert which shows Hurst blessing a tank of Budweiser at its brewery in Samlesbury, Preston, and hanging his shirt above the production line so every can gets ‘touched by greatness’.
Sir Geoff Hurst said: “As the last boy of ’66, people sometimes say I don’t want England to win again.
“Of course, that is absolute nonsense. Nobody would be more thrilled and proud if this young bunch of players lifts the trophy, than myself and the 10 members of my team who are no longer with us. It would be a fantastic baton to pass on.
“This is the best bunch of players we’ve had representing our country for a long time. And they have such an enormous supporter in Budweiser. I hope my blessing helps spur England to victory.”
Jessica McGeorge, global brands director, Budweiser added: “We are honoured to launch the world’s first beer blessed by a legend. Sir Geoff has turned every can of Budweiser into a talisman of greatness for England fans. Replacing our beer’s name with ‘Home’ is testament to Budweiser’s support and belief in the Three Lions.
“As the tournament kicks off, greatness is England’s to take.”