Anheuser-Busch announced it will have three minutes of national air time in this year’s Super Bowl after ending its exclusivity deal with the Big Game last year.
The company had been the sole alcohol advertiser since 1989. The beer giant’s decision in June to not renew opened the door for other alcohol brands to advertise during the game.
“We are the biggest advertiser,” said Benoit Garbe, chief marketing officer at Anheuser-Busch. The “reality is that there was no true exclusivity,” as competitors were able to buy regional ads.
- Garbe said Anheuser-Busch spent 3.5 times more than its competitors.
- Fox is reportedly selling 30-second ad spots for $7 million.
Michelob Ultra, Bud Light, and Busch Light will be the parent company’s focus for Super Bowl LVII, with the latter making its first appearance since 2017. Michelob Ultra — which Garbe said is set to overtake Bud Light in sales soon — will have two spots, while Budweiser will get a regional ad.
Anheuser-Busch renewed its deal with the NFL in December 2021, reportedly for an annual $250 million.
Molson Coors expressed interest in advertising during the Super Bowl shortly after it was revealed that Anheuser-Busch ended its exclusivity deal.
Heineken will run an ad for its nonalcoholic beer, while Diageo — the league’s first spirits brand — will make its Super Bowl debut.