The National Football League is one of the most valuable sports franchises in the world. And Anheuser-Busch, the world’s largest brewer, is continuing to play ball with them.
America’s #1 bestselling beer brand, Bud Light, is celebrating the return of the NFL season with a new campaign that plays up the pleasures of cracking open that first beer, whether you’re at the stadium, or hanging out with friends in front of the TV.
As part of this campaign, the Anheuser-Busch in-house creative agency has developed a fun spot featuring the Kansas City Chief’s Travis Kelce and the San Francisco 49rs’ George Kittle that will be running nationally on multiple media platforms throughout the season. Bud Light is also hosting an inaugural in-person toast at the showdown between the Miami Dolphins and New England Patriots on Sept. 11.
Plus to keep things fun, Bud Light will also be reimbursing beer costs for the first 50 fans who tweet their Cash App at its account with the hashtags #KickoffBeers and #Sweepstakes ahead of kickoff each Sunday this season.
And Bud Light is once again helping its fans rep their favorite team with the return of its limited-edition NFL team packaging that honors 24 teams. The new packaging also includes a “For the Fans” pack to rally fans no matter which team they back.
“As the official beer sponsor of the NFL and the #1 best-selling beer brand in America, we know there is nothing quite like the excitement of football season coming back,” said Alissa Heinerscheid, Vice President of Marketing for Bud Light. “We’re helping fans everywhere start the season right, bringing to life the magical sound of a crisp Bud Light being opened and kickstarting the best time of year.”
Bud Light’s “Kickoff Beers” comes as its parent Anheuser-Busch InBev adjust their creative strategy. In July parted ways with the Wieden + Kennedy advertising agency after seven years.
AB InBev also shook things up by relinquishing its Super Bowl advertising exclusivity.
For more than three decades AB InBev’s close competitor Molson Coors has been locked out of running ads at the Super Bowl due to the exclusivity deal that Anheuser-Busch had cut with Fox who now program the game.
Even though Anheuser-Busch will still be the NFL’s exclusive beer and seltzer sponsor and will remain a prominent advertiser, Molson Coors can now also run ads at the game.
(Image credits: Anheuser-Busch)