Budweiser has struck a long-term partnership with global football star Lionel Messi with a new campaign to inspire fans.

Budweiser partners Lionel Messi for ‘Never Give Up’ campaign

To introduce the collaboration, the beer brand has released “They Say” a provocative film designed to inspire fans to never give up on greatness by highlighting Messi’s journey of self-belief as he heads into his 20th professional season.

The film also reveals the soon to be released limited-edition Lionel Messi bottle – available at select bars and retailers now across India, Columbia, Argentina, Chile, China, Vietnam, Spain and Russia.

The intricately designed label celebrates the La Liga legend’s core values along with an original quote on what it takes to fulfill your potential; “life is about choices, sacrifices, determination and hard work”.

Reflecting on this, Lionel Messi commented;“I’m excited to partner with Budweiser to share my journey that was based on a determination to be the best player I can be. Day after day, year after year, it took sacrifice and hard work to reach my dreams. Hopefully fans around the world will find inspiration in my story to commit to their craft and never give up on greatness, no matter how hard the journey.”

Speaking about the partnership, Global VP of Budweiser Steve Arkley said; “Lionel Messi is a true icon and role model of his generation and for generations to come. His dedication and commitment to his craft reflect the same self-belief that has led Budweiser to become the King of Beers. We look forward to working together as partners to continue delivering on our ambition, reminding football fans worldwide that greatness is a journey that is worth the effort and determination.”

Lionel Messi is the newest partner for Budweiser joining fellow greats of the game on their roster including La Liga stars Sergio Ramos and Marcelo.

Budweiser’s football portfolio includes multi-year partnerships with La Liga and the Premier League, two of the top internationally reaching football leagues. Budweiser is also a 30+ year partner with FIFA World CupT.

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