Bud Light lengthens NFL run

The NFL will be downing Bud Lights for the foreseeable future, with Anheuser-Busch inking a multi-year renewal and global expansion of Bud Light’s official beer sponsorship of the league. The deal sees Bud Light expand its presence across premiere league events, serving as the presenting sponsor of Thursday Night Football, a sponsor of the NFL Draft and a sponsor of NFL Kickoff. The brand will be able to authentically represent the NFL game using footage across digital and social channels and will have the ability in retail to introduce team-specific product packaging and promotional materials beyond that team’s home geographic market. “Our latest collaboration with the NFL brings together the most popular sport in the United States and the world’s largest brewer as true partners that will collectively shape incredible experiences for fans,” said Lucas Herscovici, Vice President, Consumer Connections at Anheuser-Busch. “The new and significant assets Bud Light is receiving through this partnership will connect the brand in radically new ways with the sport, its teams and – most importantly – the fans, to drive our business for years to come.”

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