In July 2019, AB InBev’s Budweiser announced a multi-year partnership with the UK’s Premier League and Spain’s LaLiga, a deal spanning five continents and more than 20 countries around the world. MullenLowe SSP3 was tasked by Budweiser to communicate the essence of the deal in Colombia.

After analysing data from over 4,000 of the most well-known goals in the Premier League and LaLiga’s history, MullenLowe SSP3 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.

Twelve of the formations have been immortalised in a book that sits at the heart of the sponsorship in Colombia. Colombian superstar and former Aston Villa player, Juan Pablo Angel, who also has a formation featured in the book, launched the campaign in December 2019 with several important sports journalists. It aired on TV, digital, outdoor, print and a direct mail (the book) then ran across the most important Sports Shows in Latin America.