As the official beer of the U.S. Women’s National Team Budweiser is making a pledge to continue supporting women’s soccer – not just every four years, but on a year-round basis.

Women’s soccer is never bigger than during the World Cup, with sponsors clamoring to support the stars of the game. But when these women get home, they play for half-empty stadiums and hardly any sponsors. Budweiser wants to change that. That’s why this year, the end of the World Cup marks a new beginning – Budweiser is proud to become the first-ever beer sponsor of National Women’s Soccer League.

Budweiser’s multi-year partnership with the NWSL is designed to support the players, the fans and the sport. The deal makes Budweiser one of the biggest sponsors of the NWSL, with naming rights to the playoffs, the championship, the MVP trophy, and a newly created “Most Valuable Supporter” award for the league’s biggest fan. Budweiser will activate the sponsorship locally, with support of the teams and stadiums. And Budweiser’s commitment won’t stop at the end of the NWSL season. An innovative off-season program will give NWSL players immersive training in the business side of sports from Budweiser executives.

In celebration of the partnership, Budweiser released an anthem video titled – “We Won’t Stop Watching” – that aims to inspire fans and brands to support the sport when the stars come home. The film features soccer legend, Brandi Chastain speaking over real scenes of U.S. Women’s National Team stars competing in empty American stadiums. Debuting moments before the World Cup Final yesterday, the film asks a provocative question: “The world will watch them play today. Who will watch them play tomorrow?” Chastain’s voiceover goes on to celebrate the stars and supporters of women’s soccer while announcing that Budweiser won’t stop supporting the sport when the World Cup ends.

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