Anheuser-Busch InBev is reportedly set to cut its expansive sponsorship portfolio by 25%. The cuts won’t just affect sports, but the music and entertainment industry as well. More than 100 companies will be trimmed from the 400 on its partnership roster.
The company won’t cut spending however, as it seeks to regain exclusivity deals. AB InBev currently has deals with many major leagues — like the NFL, NHL, MLB and NBA — as well as partnerships with at least 20 teams in each league.
Recent Deals:
- AB InBev announced yesterday a TV campaign in the U.K. for Budweiser Zero as part of its English Premier League partnership.
- Earlier this month, the brand signed Lionel Messi for a Budweiser campaign.
Flat Celebrations:
Budweiser might see its marketing value from MLB dwindle this fall as the league is looking to make celebrations dry — and remain outdoors. The league is reportedly finalizing a memorandum on the use of alcohol in postseason celebrations to avoid any spread of COVID-19.
![[Subscription Customers Only] Jun 15, 2025; Seattle, Washington, USA; Botafogo owner John Textor inside the stadium before the match during a group stage match of the 2025 FIFA Club World Cup at Lumen Field.](https://frontofficesports.com/wp-content/uploads/2026/02/USATSI_26465842_168416386_lowres-scaled.jpg?quality=100&w=1024)
![[Subscription Customers Only] Jul 13, 2025; East Rutherford, New Jersey, USA; Chelsea FC midfielder Cole Palmer (10) celebrates winning the final of the 2025 FIFA Club World Cup at MetLife Stadium](https://frontofficesports.com/wp-content/uploads/2026/02/USATSI_26636703-scaled-e1770932227605.jpg?quality=100&w=1024)
