Breaking Up But Staying Friends: When Brands No Longer Want to Be Exclusive

It makes sense for major advertisers to reevaluate the field

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Recently, Anheuser-Busch gave the marketing world something to sip on: It’s ending a 34-year run as the Super Bowl’s exclusive alcohol advertiser. This comes just a few short weeks after Pepsi revealed the winding down of its decade-long sponsorship of the Super Bowl Halftime Show.