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Pabst Blue Ribbon is that rare beer that’s both contemporary and nostalgic. PBR is still a slacker favorite and their promotions tap into that zeitgeist.
But we have to admit that their recent announcement has us concerned…
On January 27, The World Axe Throwing League (yep there’s an international league) named Pabst Blue Ribbon as its newest sponsor and “The Official Beer of the World Axe Throwing League”.
What could possibly go wrong?
Founded in 2017, the World Axe Throwing League is the largest governing body for axe throwing in the world with over 330 affiliates, and more than 8000 active league and tournament members in 2022 alone.
WATL also holds the exclusive rights to Axe Throwing on ESPN, with more than 135 airings of their events, reaching millions of viewers every year. So yeah axe throwing’s a thing, but does it really need its own “official beer?”
According to the press release “ this sponsorship will see Pabst Blue Ribbon supporting one of America’s most unique and passionate sporting fan bases as well as the venues and grassroots organizers that have helped fuel axe throwing’s ongoing growth and popularity.”
(Dude, that’s my beer)
And WATL is already working hand in hand with PBR to create custom swag and limited edition drops specifically tailored to WATL throwers so this thing is ON.
“Pabst Blue Ribbon and The World Axe Throwing League working together just made sense,” said John Varvaro, Associate Brand Manager Pabst Blue Ribbon. “Pabst Blue Ribbon is a brand that supports varying communities of eccentric people who enjoy celebrating unique experiences. WATL is an open community of diverse and devoted athletes who share that same desire to help provide individuals with memorable experiences.”
“We are incredibly excited that PBR has chosen to sponsor WATL,” Mike Morton, the WATL Commissioner added, “It is the recognition of the growth of the sport in general, and WATL specifically.
And again we have to ask “what could possibly go wrong?”
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(Viking image: actor Travis Fimmel: Courtesy History Channel)
