AB InBev prepares NFL offseason marketing strategy

Diving brief:

  • Anheuser-Busch InBev will have a presence at all NFL off-season events this year, according to a press release. Primarily, the brand plans to heavily promote Bud Light, which is the official title sponsor of the 2022 NFL Draft.
  • Bud Light will also be the official sponsor of NFL celebrations, such as touchdown celebrations or a synchronized team dance after a big game.
  • Anheuser-Busch recently extended its partnership with the NFL for another five years, remaining the league’s official beer and hard seltzer sponsor. However, it lost the alcohol exclusivity after Diageo became the NFL’s first-ever official spirits sponsor. Anheuser-Busch’s plans to grow its presence in the offseason reflect the brand’s efforts to stay relevant as younger consumers shift away from beer in favor of other beverages.

Overview of the dive:

Anheuser-Busch’s plans to ramp up NFL-related marketing this offseason reflect the brand’s growing ties to the league. In the 2022 Draft, Anheuser-Busch is planning a fully integrated marketing campaign that will connect fans, both at home and at the Las Vegas event, to the brand. In Nevada, the Bud Light brand will feature prominently on the main stage, as well as signage throughout the event. Additionally, the brand will sponsor the NFL Draft Concert Series, according to the press release.

The beer market has faced significant challenges in recent years. Namely, young people tend to drink less in general and, when they do, are more likely to seek out something other than beer. Having a presence at events like the NFL Draft could help Bud Light embed the brand further into popular culture, increasing its profile with younger consumers.

The NFL Draft, in particular, is evolving into a popular offseason event, giving Anheuser-Busch the opportunity to reach a large and engaged audience both in person and on television. In 2021, 6.1 million people watched the NFL Draft, reflecting the growing popularity of the event. The 2021 draft was the third most popular in history, behind only 2019, with 6.2 million viewers, and 2020, with 8.3 million viewers.

Anheuser-Busch InBev became the Official Alcohol Sponsor of the NFL in 2010 and retained alcohol marketing exclusivity through 2021. Under a new agreement, Diageo became the official spirits company and is able to promote its entire portfolio with the exception of Irish beer. Guinness.

William L. Hart