As a part of the integrated renewal, Anheuser-Busch will continue to engage fans by hosting U.S. Soccer Kickoff Parties which take place the night before each match and include live entertainment, giveaways and guest appearances from influencers and alumni. Anheuser-Busch will also maintain its entitlement position to the U.S. Soccer’s Woman/Man of the Match award, where an individual player from each National Team is chosen by fan vote and recognized for outstanding performance throughout the year.

For the first time in the 35-year partnership, Anheuser-Busch will be the official beer sponsor of the U.S. Adult Soccer Association National Amateur Cup Celebration and the Lamar Hunt U.S. Open Cup. The winner of the U.S. Soccer Association National Amateur Cup receives an automatic berth into the Lamar Hunt U.S. Open Cup.

For over 100 years, the Lamar Hunt U.S. Open Cup has pitted amateurs and professionals against each other in an annual tournament of possibility that engages the diverse soccer community in the United States at all levels. As the tournament’s new official beer sponsor, Anheuser-Busch will celebrate the epic journey towards lifting the Open Cup.

“Since the foundation of our relationship, we have been dedicated to growing the game of soccer alongside U.S. Soccer Federation and we’re excited to be strengthening our commitment to the sport of soccer and its fans,” said Matt Davis, Head of Sports Marketing, Anheuser-Busch. “Soccer already has a strong and passionate fanbase in the U.S. and it’s only continuing to grow. We are committed to ensuring fans have unrivaled opportunities to support their teams this season and every year leading into the biggest moment this sport has to offer – The World Cups in 2023 and 2026.”