A-B InBev Selects IMG as U.S. Sports Experiential Marketing AOR

By Erik Oster 

A-B InBev has selected IMG as its U.S. sports experiential marketing agency of record. A-B InBev, which is an official sponsor of the MLB, NFL, NBA and UFC, previously handled its U.S. sports marketing in-house, with Octagon responsible for global work. A spokesman told AdAge that Octagon will remain on A-B InBev’s roster going forward, presumably in the same capacity.

“WME|IMG is the right partner to help us optimize our entire sports portfolio, develop new, innovative and disruptive activation programs, and write a new chapter in the way Anheuser-Busch activates its sports and entertainment properties,” Lucas Herscovici, vice president of consumer connections, said in a statement.

The move follows the decision last October to hand over media buying and planning duties to MediaCom. Media buying had previously been handled in-house through Busch Media Group (BMG), while Starcom handled media planning.