Budweiser has announced new multi-year global partnerships with English soccer’s Premier League and celebrates its status as the official beer of the Premier League in a new ad campaign, entitled “Be a King”.

The 30-second spot, “Make Way for the King,” highlights that “the king of beer meets the kings of the game” through the image of a bottle of Budweiser and footage featuring memorable moments from Premier League games, while in the background a song apparently entitled “Make Way for the King,” performed by a male rapper, is playing.

The deal will include trophy tours, viewing parties, broadcast media assets and content collaborations in more than 20 countries, including the UK, China, India, Chile, South Africa, and Nigeria.

The Anheuser-Busch InBev (AB InBev) beer brand, which is thus replacing Carling as the official beer partner of English soccer’s top flight, is also a longstanding partner of the Fifa World Cup and most recently became a sponsor of North America’s National Women’s Soccer League (NWSL).