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Thread: Budweiser pays premium to sponsor the NFL

      
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    Default Budweiser pays premium to sponsor the NFL

    Bud Light To Become NFL's Official Beer In '11 Under Six-Year Deal
    Bud Light Will Replace Coors Light As NFL's Official Beer Sponsor Beginning With '11 Season

    5-5-2010

    A-B InBev yesterday formally announced its Bud Light brand will replace Coors Light as the NFL's official sponsor in the beer category, with rights that begin in the '11 season. Financial terms were not immediately available for the six-year contract, but sources said A-B is paying twice what Coors paid. A-B also has the Super Bowl advertising category exclusivity through '12. "This gives Bud Light real ownership of professional football within the beer category," A-B President Dave Peacock said, "and expands on our existing connections to NFL fans. ... We continue to invest in the things that support our brands." A-B under terms of the deal gains rights to NFL logos, including the NFL shield, and league trademarks for events such as the Draft, Pro Bowl and Super Bowl. Unlike the existing contract, spirits rights are not included, so the NFL is now free to sign a spirits sponsorship, which would have to begin after next season. Coors has been an NFL league sponsor since '02. A-B was an NFL sponsor from '88-'01, sharing the category for some of those years with Miller. A-B’s domestic share of the beer market is around 50%, while MillerCoors combines for 31% (Terry Lefton, THE DAILY). The WALL STREET JOURNAL's Matthew Futterman cites a source as saying the deal is worth nearly $1.2B over the six years, making it "one of the largest-ever sponsorship deals." Bud Light is the "best-selling beer in the U.S., but shipments of the beer declined last year for the first time since it was introduced in 1982, fueling recent efforts by Anheuser to ramp up advertising of the brand" (WALL STREET JOURNAL, 5/5).

    RUNNING AN OUT & IN: MillerCoors CEO Leo Kiely said that his brewer "made an offer that expired at midnight Monday, but it wasn't accepted." Kiely: "NFL is great property. We're not running away from the NFL. We have tremendous advertising commitments there. We'll continue to" (AP, 5/4). AD AGE's Jeremy Mullman noted it was "widely expected" Coors would renew its NFL sponsorship, but A-B "made an aggressive push that led to what MillerCoors' announcement described as a 'bidding war' for the sponsorship." Mullman wrote the new partnership will not "be without significant risk for A-B, and not only because the price." The deal begins with the '11 NFL season, but the ongoing stalemate in CBA talks means that "there's a chance that all or part of the campaign could be lost to a work stoppage." A-B apparently "deemed that risk acceptable, given that the NFL is widely considered sports' best beer-selling platform" (ADAGE.com, 5/4). In St. Louis, Todd Frankel wrote the A-B/NFL pact "ends the awkward Super Bowl setup, whereby A-B had all the TV ads but the game was still sponsored by Coors Light" (STLTODAY.com, 5/4).

    http://www.sportsbusinessdaily.com/article/139069
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    Default Re: Budweiser pays premium to sponsor the NFL

    Still not drinking that crap no matter how much they push it.

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    Default Re: Budweiser pays premium to sponsor the NFL

    Budweiser Tastes like Hay Smells !! I Hate That **** !!

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    Default Re: Budweiser pays premium to sponsor the NFL

    Yeah Buttwiper sux. I actually hate all american style lagers. Real men drink ale!

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    Default Re: Budweiser pays premium to sponsor the NFL

    HAHAHAHA!!!!...... I actually like Bud Select.....
    "You only have one life, and you will not get out alive. Make the most of your time and have no regrets." - Me.

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