Budweiser has more competition from their own industry within the NFL now
Beer before liquor, never sicker??
NFL fans,
Diageo has become the FIRST spirits company to sign a sponsorship deal with the NFL.
I’ve got to admit that I was surprised it took this long for the NFL to get to this point. The NFL has had a relationship with Budweiser for a long time but as far as spirits go, there has never been a partner there. CNBC points to why that changed this week.
“While the National Football League has long had relationships with beer brands like Anheuser-Busch InBev’s Bud Light, it has been slower to embrace spirits. Until 2017, distillers couldn’t even advertise during games. An advertising campaign on drinking responsibly from Diageo’s Crown Royal whisky was the first spirits commercial to air during an NFL game after the ban was lifted.
“What they’ve done from a responsibility standpoint to us, really stood head and shoulders above other spirit companies in the marketplace,” said Nana-Yaw Asamoah, vice president of business development and sponsorship for the NFL. “And that goes for their marketing standards, which hold themselves to a higher standard than the rest of the market, and kind of used it to inform our policies as we looked to advertising restrictions and opening up spirits in-game advertising in 2017.”
So moving forward you can think about the NFL as a “beer and a shot” league when it comes to marketing.
Personally, I take a shot every time the Packers score so this is not necessarily going to be new to me, but at the end of the day this is probably as much about the NFL selling a bunch of box seats to Diageo executives as it is selling 750ml bottles to fans.
Hopefully the Super Bowl commercial is awesome but until then we’ll see how it plays out.
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