Libero Sports Brings Budweiser into the Indian Football Landscape

The Background

American beer brand, Budweiser, communicated their interest in integrating their global property, Bud 6v6 Cup, into the growing Indian football landscape. Libero Sports accepted the challenge and were appointed as Management Consultants for Budweiser’s initiative.

The Action

Libero Sports built a 360 degree concept and activation plan for the Bud 6v6 Cup which included multi-city launch parties, player appearances, strategic partnerships with strong India based football properties and an aggressive outreach strategy which targeted the top amateur football clubs in the country.

The Result

The 2013 Bud 6v6 Cup was the most successful to date as over 300 key industry stakeholders attended launch party events, 5 professional players made appearances at the actual competition and the overall awareness of the property increased making it the most high profile amateur football tournament for that year.