Anheuser-Busch InBev has waived its right to advertising exclusivity in the alcohol category during Super Bowl LVII, which it has exercised since 1989.
Relinquishing advertising exclusivity for the game allows A-B to shift its football-related marketing investment to earlier in the season to align with beer’s key selling period.
“This shift allows us to rebalance our media investments in key moments all year, both during football season and during the summer selling season, therefore fueling our ambition to lead future growth,” A-B VP of connections Spencer Gordon said in a press release.
For 33 years, A-B has been the only beverage-alcohol producer to air commercials during the Super Bowl’s national broadcast. The world’s largest beer manufacturer is the only advertiser to have an exclusivity deal, according to AdWeek. Another exclusive bev-alc advertiser is not expected to be appointed for the broadcast, which an estimated 208 million people watched this year, according to the NFL.
A-B has advertised in the Super Bowl since 1975 and its connection to the pomp and circumstance of the big game is well known, as documented by VinePair. Viewers have looked for A-B’s Super Bowl commercials for key brands such as Bud Light and Budweiser during the game for years, which have included frogs, Clydesdales, friends and knights.
“The Super Bowl national broadcast continues to be a special moment in our advertising strategy, and consumers can look forward to seeing our brands prominently featured in the big game,” Gordon said in the release. “Football and its loyal fans play a critical role in our strategy. Recently, we renewed our multi-year NFL sponsorship, and our 26 NFL team partnerships and endorsement deals with more than 25 current players not only provide us national reach but also incredible local assets that will continue to delight fans for years to come.”
Other bev-alc producers have circumvented A-B’s exclusive rights to the national broadcast with regional ad buys, including Molson Coors, Heineken USA, Boston Beer and Spoetzl Brewery. A-B’s competitors’ ability to find alternative routes onto the broadcast via regional ads or digital and social advertising have chipped away at the value of the exclusivity arrangement.
Over the last two years, the NFL has struck “official” deals for spirits and wine with Diageo and Gallo, respectively.