AB InBev strikes deals to put more sports pros in beer ads, overcoming long-held resistance
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The new NBA deal includes locally targeted out-of-home ads such as one starring New York Knick Tim Hardaway Jr. The ad, which will hit the market soon, shows Hardaway shooting a jumper next to the Budweiser logo and the phrase “Hardwood Legends. Beechwood Lager.”
A spokesman for AB InBev says the brewer is plotting ads targeting 16 players in 16 cities but could expand that. The brewer has deals with 23 individual NBA teams that give it access to team logos. While the player deals expire on Dec. 31, “we anticipate renegotiating each of those deals, and potentially more, for 2019,” the spokesman says.
Marcondes says the brewer is also planning a Christmas campaign called “Drink Wiser” that features a group of players and has a social responsibility bent.
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