ST. LOUIS — Bud Light is continuing its sponsorship of the National Football League through its "Year of the Fan" campaign, which seeks to enhance the NFL experience for fans everywhere through a variety of promotions, events, offers and contests.
"Our multitouch sponsorship will provide everything the NFL fan needs to have a stellar season," Bud Light VP Mike Sundet said. "From in-store promotions and digital activations, to on-site activities and ... Super Bowl XLVII, our goal is to make the excitement of the upcoming season even better."
Earlier this month, Bud Light kicked off its season with the launch of the Bud Light Fantasy Football League. The game connects Bud Light drinkers with fantasy football and gives them the chance to compete for hundreds of prizes, including Super Bowl tickets, by building their ultimate fantasy roster with special codes printed on more than two billion specially marked Bud Light bottles.
Throughout the season, Bud Light said it will debut four new NFL-themed advertisements, two of which — "Very Superstitious" and "My Bud Light" — which aired during the NFL Kickoff game between the New York Giants and Dallas Cowboys on Sept. 5. "Very Superstitious" pays homage to the sometimes bizarre rituals fans will perform in the name of team success, and "My Bud Light" welcomes fans to the Bud Light Fantasy Football League, humorously highlighting the potential fantasy success (or fumbles) each Bud Light bottle code represents. The two additional NFL-themed ads will air later in the season. Other activations throughout the NFL season include in-store promotions with Doritos and Tostitos, exclusive on-package discounts with NFLShop.com and special Bud Light Lime NFL packaging.
To conclude the campaign, "Year of the Fan" will culminate at Super Bowl XLVII. Bud Light will serve as the exclusive beer advertiser for Super Bowl XLVII, and Super Bowl XLVII imagery will be featured on all Bud Light products and packaging beginning in mid-December.