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.
- 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.
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.