Beer is Ready for Some Football

Beer has found its perfect pairing, and it’s not a meal—it's football. As the 2024 season kicks off, brands across the spectrum of beer are unveiling their strategies to deepen the bond between their brews and the sport that captivates millions of Americans. From global giants to small-town breweries, the race is on to align with the passion and intensity of the game. In this article, I’ll dive into the most intriguing campaigns and strategies I’ve come across so far. Even if you’re not ready to launch your own big idea this season, these examples might just spark the inspiration you need for next season or another sport on the horizon.

Is Bud Light..back?

Bud Light is looking to reestablish their footing after a disastrous 2023 that made the Carolina Panthers’ season look successful by comparison. In an effort to regain their throne from Modelo as the #1 selling beer in the United States, they’re leaning into their partnership with the NFL as its Official Beer Sponsor and going deeper into college football. The season is kicking off with a campaign that gets the brand back to its comedic roots, partnering with Shane Gillis for this ad campaign.

Fans of 24 NFL teams will be able to find their team’s logo on cans for a limited time. Why only 24 when there’s 32 teams? Three teams have non-exclusive partnerships with Bud Light (Jets, Rams, and Chargers) and five don’t have partnerships with the brand at all (Bears, Packers, Vikings, Cowboys, Raiders) in favor of Molson Coors or Constellation.

@beeraficionadoThe Big 3: Beer, Football, and Marketing #nfl #budlight #beer

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And they’re not stopping with the NFL. Bud Light has decided to get more invested in the college game, as more stadiums and universities begin to allow sponsorships. Below are images of 19 of the 26 programs that they have agreements with and a full list in the caption: