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Throughout its history, beer brands such as Heineken or Carlsberg have dominated European sponsorship of football, so we wanted to introduce Budweiser in a way that was meaningful for both the brand and the people. To do this, we dug deep and found Budweiser had been there all along. After analyzing data from over 4,000 of the most well-known goals in The Premier League and LaLiga’s history, we found there was a similarity between the formation of the goals and Budweiser’s famous ‘bowtie’ logo. From this, ‘Goals Of Kings’ was born, allowing Budweiser to become part of the history of the most iconic European sport without ever being there before.

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