NFL Renew Partnership With Bud Light as Official Beer Until 2022

The National Football League (NFL) has signed an extended partnership deal with Anheuser-Busch InBev which will see Bud Light, one of the company’s brands, continue as the official beer of the NFL for another six years.

The existing deal was due to run out after the 2017 Super Bowl, but the renewed partnership will now run through the 2022 season and is reportedly worth $250 million a year.

As part of the agreement, Bud Light will be able to use the logos of all 32 NFL teams collectively but has to have individual deals with teams to put team logos on cans.

The deal also includes Bud Light becoming the presenting sponsor of Thursday Night Football and the brand will benefit from in-stadium branding and presence on social and digital media platforms. 

According to Lucas Herscovici, Anheuser-Busch vice president of consumer connections, it will become the first NFL sponsor to be able to use footage from games in highlight clips on Bud Light’s website, Facebook page and other digital outlets in features.

Speaking to the Wall Street Journal, he said: “We’ve done the math and wouldn’t be renewing this sponsorship if we didn’t believe this would allow us to sell more beer.

“This was a very intense process and negotiation with our partners at the NFL. If we didn’t achieve the incremental assets and content we needed to hit our business objectives of ultimately selling more beer, we would have the decision not to pursue it.”

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