Budweiser UK

Budweiser UK

April 12, 2013 05:10 ET

Budweiser Introduces Football Phoneographers at FA Cup Semifinals

- Football's first social media 'pen' opens at Wembley Stadium -

LONDON, ENGLAND--(Marketwired - April 12, 2013) - Smartphones will battle with long lenses at The FA Cup with Budweiser this weekend as, for the first time ever in football, some of the web's best amateur photographers are given the same level of accreditation as their professional counterparts.

FA Cup sponsor Budweiser is making media history by selecting 'Phoneographers' - amateur photographers who shoot solely on smartphones - to become the tournament's first official social reporters capturing, editing and sharing all the action from the Semi-Finals.

The initiative is helping to celebrate Budweiser's fan film TV advert, which will tell the story of the 2012/13 FA Cup season from a fan's perspective and continues Budweiser's commitment to bringing The FA Cup closer to fans. The 120 second ad will air in the last commercial break before The FA Cup Final kicks off on 11 May 2013.

The lucky Phoneographers will shoot pitch-side alongside professional sports photographers, getting a perspective of the game that an amateur photographer can only dream about.

The appointment of the two social media photographers will not only satisfy the public's appetite for exciting images, but also recognise the power of citizen journalism.

The Phoneographer's images will be shared on Twitter under the hashtag #tothedream. Football fans can also Tweet their own FA Cup photographs by following @BudweiserUK and using #tothedream for the chance to have it appear in a Budweiser fan film TV advert, which will be played during The FA Cup with Budweiser final on 11 May.*

Iain Newell, Budweiser's UK Marketing Director, comments:

"We're thrilled to be bringing these avid football and photography fans closer to the game they love in a way they can share with other fans in stadium and at home. It reflects the changing way people get their football updates and our desire to bring the magic of The FA Cup even closer to the fans, which social media certainly has the potential to do. We hope the Phoneographer's shots will help celebrate the great moments from this season's Semi-Finals and capture the optimism of fans hoping to see their team reach the Final in May."

Links to Editors

#tothedream Photography timeline



Final FA Cup fan film


Notes to Editors

The lucky Phoneographers are:

Oliver Nielsen

Oliver runs popular football Twitter feed @awaydays_ with over 53,000 followers, which collates pictures of away fans. He is 18 years old and is studying IT Management in Leeds.

Ope Odueyungbo

Ope is a London based amateur street photographer with an Instagram account, greatarsenal that has built up over 47,000 followers in the last two years. He is 21 years old and is a student studying Photography in London.

* The TV advert will air on ITV and ESPN in the UK only.

T&Cs apply see http://tsandcs.budweiser.co.uk/budweiser/facupjourneys- for details.

About The FA Cup with Budweiser

The FA Cup with Budweiser is the world's most exciting, authentic and democratic knockout competition. Every player, referee, manager and fan dreams of a place in the history of The FA Cup. And each season the competition gives clubs all over the country a potentially global stage.

Financially, The FA Cup can provide a lifeline to clubs at every level. And for their fans, The FA Cup provides an endless supply of memorable moments, from seeing who your team will draw in the next round; travelling hundreds of miles to share in their celebration or commiseration; right through to that unforgettable walk down Wembley Way in May.

The FA Cup overflows with human interest stories, and every year new heroes are born, new chapters written. It may have already occurred, it may happen this year - or perhaps it's yet to come: but The FA Cup will guarantee everyone has their day.

About Budweiser & Football

Budweiser and its parent company Anheuser-Busch InBev (AB InBev) has a vast heritage in football, including partnerships with the FIFA World Cup™, the Copa América, a number of local leagues and tournaments across the world and, of course, The FA Cup.

Budweiser has already demonstrated its commitment to grassroots football through its FA Cup partnership by sponsoring non-league Wembley FC.

About Anheuser-Busch InBev

Anheuser-Busch InBev is a publicly traded company (Euronext: ABI) based in Leuven, Belgium, with American Depositary Receipts on the New York Stock Exchange (NYSE: BUD). It is the leading global brewer, one of the world's top five consumer products companies and recognized as first in the beverage industry on FORTUNE Magazine's "World's Most Admired" companies list. Beer, the original social network, has been bringing people together for thousands of years and our portfolio of well over 200 beer brands continues to forge strong connections with consumers. We invest the majority of our brand-building resources on our Focus Brands - those with the greatest growth potential such as global brands Budweiser®, Stella Artois® and Beck's®, alongside Leffe®, Hoegaarden®, Bud Light®, Skol®, Brahma®, Antarctica®, Quilmes®, Michelob Ultra®, Harbin®, Sedrin®, Klinskoye®, Sibirskaya Korona®, Chernigivske®, Hasseröder® and Jupiler®. In addition, the company owns a 50 percent equity interest in the operating subsidiary of Grupo Modelo, Mexico's leading brewer and owner of the global Corona® brand. Anheuser-Busch InBev's dedication to heritage and quality originates from the Den Hoorn brewery in Leuven, Belgium dating back to 1366 and the pioneering spirit of the Anheuser & Co brewery, with origins in St. Louis, USA since 1852. Geographically diversified with a balanced exposure to developed and developing markets, Anheuser-Busch InBev leverages the collective strengths of its approximately 118 000 employees based in 23 countries worldwide. In 2012, AB InBev realized 39.8 billion US dollar revenue. The company strives to be the Best Beer Company in a Better World. For more information, please visit: www.ab-inbev.co.uk.

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