Bud Light’s new marketing strategy includes football sponsorships to compete with rivals.
Bud Light’s Rivals Seek to Score with Football Sponsorships
Bud Light’s rivals are stepping up their game this season, aiming to win over sports fans everywhere. While Anheuser-Busch, the owner of Bud Light, has a partnership with the National Football League, its competitors are targeting customers through other football outlets.
Miller Lite, owned by Molson Coors, is expanding its lead sponsorship of fantasy football. Last season, ESPN’s fantasy football app was used by over 11 million people, making it a prime opportunity for Miller Lite to connect with fans. “Fans are engaged in fantasy football seven days a week,” said James Nanney, senior marketing manager for Miller Lite. “Whether they’re setting a lineup, checking stats, or ribbing their buddies over text, we want them to have a Miller Lite nearby.”
Coors Light, also owned by Molson Coors, is focusing on college football. They have launched a new program called “Nothing Like Gameday” that celebrates college football culture. Viewers can participate in competitions to win rewards and merchandise, including a coveted “Chill Throne” that can also be purchased for $750.
Molson Coors’ strategic move to capitalize on non-NFL football areas comes at a time when Anheuser-Busch is facing financial challenges. The company reported a nearly $400 million loss in the second quarter of this year, which has been attributed to a boycott following Bud Light’s partnership with transgender activist Dylan Mulvaney.
In August, Anheuser-Busch sold eight of its labels to Tilray Brands, a cannabis company based in New York City. This acquisition propelled Tilray Brands to become the fifth-largest craft beer business in the United States.
Billy Busch, the heir of Anheuser-Busch, expressed his loyalty to Bud Light, stating that he would be the first to buy it back if the beer’s parent company ever decided to sell it. Busch lamented the loss of the brand’s legacy in valuing its customers and employees, emphasizing the importance of America in the company’s success. “We’ve always cared very, very much about the people in America,” Busch said. “What made this company great was America, of course.”
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