Bud Light Brings Its Love of Music and Sports Together With a Super Bowl Music Festival

Post Malone will perform, alongside other big names in music

Post Malone, Cardi B and Aerosmith are set to perform ahead of the Big Game. Bud Light
Headshot of Katie Richards

Bud Light is known for making a big splash during the Super Bowl, debuting many memorable ads over the years, including its 2018 spot featuring the Bud Knight and the “Dilly Dilly” universe. While the brand has not yet announced whether or not it will return in 2019, Bud Light will definitely be involved in the festivities leading up to the game. The beverage company announced that it will put on a music festival in Atlanta, where Super Bowl LIII will be held on Feb. 3.

“Music and sports are two things that Bud Light has been involved with for so many years and when we thought of how we can even elevate further what we do already for the Super Bowl, adding a music element and then particularly at this scale, started to seem like a no-brainer,” Shana Barry, director of Bud Light experiential, said.

Post Malone, an artist who is very familiar with the Bud Light brand, will headline the event. He shared his excitement about joining the event stating, “Super happy to be playing the Super Bowl Music Festival with Aerosmith and spending time with my Bud Light fam. Let’s get weird and turn up boiiiii.”

For those who may be unfamiliar with Bud Light’s musical ventures, the brand has hosted a number of Dive Bar Tours, with artists including Lady Gaga and more recently, Post Malone. The brand works closely with the artists and selects a number of small dive bars and takes major artists there to perform. While the concerts are intimate, Bud Light also livestreams the events for those who can’t attend.

Since Post Malone just worked with Bud Light on the tour in Nashville, it felt like a great fit to select him to head up the brand’s first Super Bowl music festival. Bud Light started working with Post Malone early on in his career, when he was opening up for X Ambassadors at MSG in the summer of 2017.

“Now he is touring worldwide, his album stats are absolutely incredible. It’s amazing to have a partner like that over the course of his career, and so quickly. Post puts on an incredible performance that attracts so many different types of people, that it felt like a great fit for the special guest spot,” Barry added.

The festival itself will span three days (the Thursday, Friday and Saturday leading up to Super Bowl Sunday). Thursday will serve as a celebration of the city of Atlanta, with performances by musicians who are from the area, including Ludacris, Lil Jon, Migos and more. Friday night Aerosmith and Post Malone will take the stage, and Saturday will wrap up with performances by Bruno Mars and Cardi B.

Bud Light noted that the festival wouldn’t be possible without some of the brand’s key partners. State Farm, EA Sports, Ticketmaster, Stubhub and On Location Experiences are all working with the brand to bring the festival to life.

@ktjrichards katie.richards@adweek.com Katie Richards is a staff writer for Adweek.