Anheuser-Busch Goes Long With NFL Pact

$1.2 billion deal will drive fans to Bud Light

Anheuser-Busch InBev on Thursday blew some of the foam off its multimillion-dollar NFL sponsorship, saying that it would leverage the deal to help sell more Bud Light to pro football fans.

Speaking to investors during A-B InBev’s second-quarter earnings call, CEO Carlos Brito said the brewer is getting set to kick off a major activation around Bud Light, a blitz package that will include a new TV and retail offensive.

“The NFL is all about the fan, about action, and about fans getting together,” Brito said.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in