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The National Football League is one of the most valuable sports franchises in the world. And Anheuser-Busch is continuing to play ball with them.
Here’s the deal
Football is a big deal in America. While some fans still cling to the idea that baseball is the nation’s national sport, The NFL, which consists of 32 teams divided equally between the National Football Conference (NFC) and the American Football Conference (AFC), is an economic powerhouse with millions of fans. And many of them enjoy beer.
Anheuser-Busch is also a behemoth.
Headquartered in St Louis, Missouri, the nation’s #1 brewer is home to several of America’s most popular beer brands, including Budweiser, Bud Light, Michelob ULTRA and Stella Artois, all of them available at the NFL’s 32 football stadiums.
And on Dec 20 Anheuser-Busch announced that will renew its global partnership with the NFL as the exclusive beer (and hard seltzer) sponsor.
When AB InBev first inked this deal in 2011, replacing Coors Light as the league’s ‘official’ lager, it paid $1.2 billion for the privilege according to Fortune…
“Other beer brands are permitted to advertise with the league, but wearing the football beer crown comes with its perks: only Bud Light can use the NFL shield in its advertising; only Bud Light can use all 32 NFL team logos on its cans; and, as part of its extension, Bud Light will be the first NFL sponsor permitted to use game highlight footage on its website and social media pages.”
In 2011 Anheuser-Busch renewed its sponsorship through the 2022 Super Bowl and its parent company AB InBev paid $1.4 billion to do so. Bud Light continued its role as the official beer of the NFL for another six years, in a deal that ESPN then valued at $250 million a year.
In addition to the brewer’s exclusive sponsorship with the NFL, Anheuser-Busch also has 27 NFL team partnerships and endorsement deals with more than 25 current players.
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