This Company Thinks the Sponsorship Model Is Broken, but It Has a Plan

Anheuser-Busch InBev's Joao Chueiri connects brand and consumers

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Joao Chueiri believes the sponsorship model is broken, but he’s thinking ahead. Currently, he’s on a mission to revamp how Anheuser-Busch InBev approaches sponsorships. Next year, he’s planning to launch the company’s in-house content factory, Bud Studios, with a new sponsorship structure in place.

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This story first appeared in the Nov. 27, 2017, issue of Adweek magazine. Click here to subscribe.

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