Beer

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Jumping off the celebration of 100 years of professional football in the US in 2019, Bud Light created a once-in-a-lifetime experience for 100-year-old Kansas City Chiefs fan Melba Mills.

Leveraging its 2019 Six Nations title rights, Guinness launched a responsible drinking campaign  that encouraged drinking more water through the launch of a new product, ‘Guinness Clear’.

Busch celebrated its 40-year presence at the Daytona 500 in February 2019 by turning Stewart-Haas Racing’s 2018 No. 4 car into 40 limited-edition cans.

During the opening weekend of the 2019 Rugby World Cup, Steinlager leveraged its partnership with the All Blacks via ‘Black Laundry’, an experiential activation backed by an integrated marketing campaign.

In October 2019, Budweiser leveraged its NWSL sponsorship through a Megan Rapinoe- fronted campaign that aimed to solicit new sponsors for the US women’s professional league.

Beer brand Ganzberg has signed as the Official Beer Partner of Premier League club Arsenal in Cambodia

German Bundesliga football club SC Freiburg has extended its partnership with the Rothaus brewery

Beer brand Ambar has agreed a deal to become the official beer of Spanish cycling race La Vuelta, as well as the women’s race, the Ceratizit Madrid Challenge.

Marston’s Beer Company has agreed a five-year extension to its sponsorship and supply partnership with Marylebone Cricket Club, the owners of Lord’s Cricket Ground.

Features

Budweiser activated at the start of the 2019 MLB season with an inspirational, multi-platform tribute to Jackie Robinson.

Long-time club sponsor Carlsberg celebrated the May 2019 anniversary of Liverpool going ‘all-red’ with a limited edition red-label red barley beer.

For the 2018 Formula One season, Heineken activated its rights through a four-city media/influencer PR programme linking host city underground culture to F1 lifestyles.

Heineken’s 2017-18 Champions League activation used immersive and experiential content to inspire influencers, fans and media to engage with the drama of the competition.

Around Peru’s World Cup 2018 away play-off match against New Zealand, national-team sponsor Cristal ‘hacked’ the opposition team’s shirt so the stadium in Wellington appeared full of away support.

Dutch beer company Heineken has acquired the rights to Uefa’s three club competitions in the next cycle and global rights to next summer’s Euro 2020.

NBA sponsor Budweiser partnered with the National Basketball Players Association on an initiative commemorating the retirement of 13-time NBA All-Star Dwyane Wade.

At the start of the 2018-19 NFL season, the Cleveland Browns had gone 635 days without a win, so Bud Light created free beer ‘Victory Fridges’ that would unlock the moment the team broke its losing streak.

'Fair Play’ was a 2019 campaign from Birra Peroni, the official beer of city rivals UC Sampdoria and Genoa CFC, which incentivised rival fans to hug one another by offering free beer for those participating.

Budweiser’s activation of the 2018 Fifa World Cup spanned four weeks of the tournament and captured attention from every major global market – making Budweiser the most talked about brand during the event.

AB InBev beer brand Budweiser has signed new major partnerships with Spain’s LaLiga and the English Premier League

Indian Premier League franchise the Chennai Super Kings has changed just one sponsor from last year’s championship-winning season, with the rest of its roster tied up almost entirely until 2020.

The International Cricket Council (ICC) has signed its first global beer deal, with B9 Beverages, maker of India’s Bira 91 craft beer.

Mexican beer brand Modelo is paying between $12m (€10.6m/£9.2m) and $14m per year as the new Official Beer of the Ultimate Fighting Championship, according to industry sources.

Heineken has invested significantly in a five-year Official Partner deal with Formula E, targeting the sport's growing fan base among millennial and Gen-Z consumers

This article looks at three activation campaigns run by national team sponsors throughout the 2018 Fifa World Cup.

Premium beer brand Budweiser has overcome fierce competition in the Football Association’s beer category to become the sole beer partner, taking all three key assets in the portfolio.

PROJECT DETAILS Sponsorship title: Uefa Champions League Trophy Tour presented by Heineken Duration of sponsorship: Uefa Champions League Exclusive Beer Sponsor since 2005 Entered by: Edelman

PROJECT DETAILS Sponsorship title: Stella Artois, Official Beer of The Championships, Wimbledon Duration of Sponsorship: 2014 to 2018 Entered by: Octagon Worldwide Limited