Anheuser-Busch Ends 34-Year Run as the Super Bowl's Exclusive Alcohol Advertiser

The brewer will still run ads in the game, but rivals will be able to join for the first time since 1989

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Anheuser-Busch has been the Super Bowl’s sole alcohol advertiser for more than three decades, locking up category exclusivity for each game since 1989—until now.

Today, the company behind Budweiser, Bud Light and Michelob Ultra announced it will not renew its exclusivity deal for Super Bowl 57, which Fox will broadcast on Feb. 12, 2023.

The NFL does not plan to sign a new exclusivity deal with a rival alcohol brand. No other agreement of this sort exists within any other advertiser category for the Super Bowl.

While Anheuser-Busch still plans to run ads in the Big Game, its decision gives competitors such as Heineken and Molson Coors the option to run a national commercial in the Super Bowl for the first time since the ’80s. Diageo,



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