NEW YORK (Nov. 4, 2015) – Anheuser-Busch announced today a multi-year renewal & global expansion of Bud Light’s official beer sponsorship of the National Football League (NFL). The new agreement signals an evolution in how the leading sports marketer will build connections with partners and fans in the 21st century.
“Our latest collaboration with the NFL brings together the most popular sport in the United States & the world’s largest brewer as true partners that will collectively shape incredible experiences for fans,” said Lucas Herscovici, Vice President, Consumer Connections at Anheuser-Busch. “The new and significant assets Bud Light is receiving through this partnership will connect the brand in radically new ways with the sport, its teams and – most importantly – the fans, to drive our business for years to come.”
As part of the re-drawn agreement, Bud Light will gain additional marketing rights in the U.S. as well as the ability to utilize NFL marks internationally in promotional materials.
- Bud Light will significantly expand its presence across premiere league events, serving as the presenting sponsor of Thursday Night Football, a sponsor of the NFL Draft, and a sponsor of NFL Kickoff.
- The brand will be able to authentically represent the NFL game using footage across digital and social channels; previously, Bud Light was able to utilize past seasons footage in TV creative.
- Bud Light will have increased activation with teams and the ability to have additional NFL integrations into their promotional materials.
“Bud Light is proud to continue its designation as the official beer sponsor of the NFL and the official beer of the fan,” said Alex Lambrecht, Vice President, Bud Light. “Through this partnership, we can bring football fans completely unique experiences and packaging, tapping into the passion they have for their favorite NFL team. This season’s team-specific NFL cans have been met with overwhelming consumer demand across the country, and we’re thrilled that this new agreement will allow us to reach more fans in more places than ever before.”
Bud Light will continue to support and evolve Good Sport, a fan-focused program that rewards designated drivers and promotes responsible alcohol consumption among adult sports fans attending NFL games throughout the season. Introduced in 1986, Good Sport has a long history of raising awareness and appreciation for designated drivers at sporting events.
“We are pleased to extend & expand our partnership with Anheuser-Busch,” said Renie Anderson, the NFL’s senior vice president of sponsorship and partnership management. “We look forward to working closely with A-B to bring our fans here in the U.S. and around the world closer to the NFL and our marquee events and continue to partner on ways to further promote responsibility among our fans.”
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