• Loading stock data...
Saturday, August 2, 2025
Tuned In returns to NYC on September 16. Hear from the biggest names in sports media. Click here to get your spot

Natural Light Uses Athlete Partnerships To Help Launch “Naturdays”

natural-light-athletes

Photo Credit: Matthew O’Haren-USA TODAY Sports

Natural Light has been a staple line of Anheuser-Busch since it was introduced in 1977, but that hasn’t prevented the brand from trying to evolve. For its latest product, the “Naturdays” lager, that growth includes a promotion strategy heavily tied to athlete partnerships.

Naturdays launched on February 25th after Senior Director of Value Brands at Anheuser-Busch Daniel Blake and his team determined that their market share, which he describes as “young, millennial drinkers,” was ready for an alternative to the “Natural Light” and “Natural Ice” staples.

“We noticed a gap in the market with the new 21-plus-year-old drinkers,” said Blake. “There was an opportunity to bring more variety to that consumer, specifically with an innovative economy beer that had a unique flavor.”

READ MORE: Buffalo Wild Wings Leverages March Madness to Get Back to Sports Bar Roots

The solution was a beer designed for all-day refreshment and incorporated a flavor that the company would later describe as being brewed “for those who like strawberry lemonade… and drinking beer.” From there, Blake and the Anheuser-Busch team set out to add to their existing consumer base. It was a deliberate attempt to strike a balance between choice and keeping brand awareness in mind. Naturdays was intended to put a unique spin on Natural Light beers while still maintaining the same quality of taste.

But the branding strategy was as important as the product itself. Naturday first engaged with former NFL punter and current media personality Pat McAfee, who signed on to help announce the product to his more-than-1.5 million Twitter followers. According to Blake, McAfee, who currently hosts the Pat McAfee Show 2.0 and recently signed on as a contributor with WWE, is both an ideal branding partner for the beer as well as an enthusiastic consumer.

“When Pat tried Naturdays for the first time, he took a sip and said, ‘You guys are about to sell a billion of these Naturdays things,” Blake said. “Pat McAfee is known so well for his legendary stories and storytelling – he was literally tailor-made to depict the definition of a Naturday.”

McAfee wasn’t the only sports figure that the brand tapped for their new launch. The drive continued on March 3rd at NASCAR’s Penzoil 400 at Las Vegas Motor Speedway, when Chris Buescher’s #37 Chevrolet was decked out in the Naturdays pink-and-yellow color scheme with flamingos all over. Natural Light has had a paint scheme on Buescher’s car dating back to 2017, but the latest stunt was perhaps its most unique way to engage its community.

[mc4wp_form id=”8260″]

Customizing a high-powered stock car in front of a nationally televised audience also amounted to a massive statement of intent, one that complemented a line of Naturdays-themed merchandise including Hawaiian shirts, hats, socks, and inflatable flamingos.

“From putting a recent graduate’s resume on Chris’ race car to now branding with Naturdays, we have found Chris to be a perfect fit for the Natty Light brand as an up-and-coming, younger driver,” Blake said.

All of that helped build steam to a collaboration with Barstool Sports built around the return of #NattyTour, the latest edition to Barstool’s several-years-old partnership with Natural Light. The tour has taken on a life of its own as Barstool has traveled to multiple college towns in an effort to engage directly with their own fan base. #NattyTour stops will be made at the top moments of sports throughout the year: marquee horse races, the biggest college football games, and several others. For spring break, Barstool personalities including Ellie Schnitt and Big Ev traveled to Texas, where they highlighted top moments and sporting events from the confines of a Natural Light- branded RV. Naturdays took center stage via its inclusion in the “77-pack,” a box of 77 Natural Light-branded beers. A special edition 77-pack, featuring the new Naturdays, was exclusively available at South Padre Island throughout spring break and sold out almost immediately.

“The #NattyTour started in 2016, and after a hiatus in 2018, was brought back in 2019,” said Blake. “The Tour, in partnership with Barstool Sports, is one of the most impactful ways we’re able to connect directly with our fans and create unforgettable experiences for them. We’re always looking at new, interesting and different events that the Natty drinker is passionate about and where we can create moments and stories.”

READ MORE: USA Today Turns to Selfie Videos To Better Engage Audience

Blake says the feedback across the social media landscape has been extremely positive and receptive towards the new brand. With die-hard Natural Lights fans continuing to support the new Naturdays line, coupled with adding new consumers into their fan base, the brand has positioned itself to further make waves within the beer marketplace.

“It’s been incredible to see how the Natty Light community has rallied around Naturdays right from the start, and even before it hit market,” said Blake. “The response has been beyond our expectations.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Coco Gauff at New York Liberty

How the New York Liberty Became the Hottest Ticket in Town

Once banished to the burbs, the Libs are now Brooklyn’s marquee attraction.
Bristol Motor Speedway

MLB’s Long Road to Its Most Unusual Game Yet

The special-event game features a unique blending of baseball and racing.
NASCAR Cup Series driver Bubba Wallace (23) celebrates winning Sunday, July 27, 2025, the Brickyard 400 at Indianapolis Motor Speedway.

Amazon, TNT Post Near-Identical NASCAR Ratings in Debut Season

The cable channel is a new media-rights partner this season.
Las Vegas sign

College Sports Embracing Vegas After Years of Cold Shoulder

The Big Ten became the latest newcomer to Sin City.

Featured Today

2000, Jupiter, FL, USA; FILE PHOTO; Montreal Expos pitcher Hideki Irabu in action on the mound against the New York Mets at Roger Dean Stadium during Spring Training

Dead Sports Franchises Are Alive and Well on Twitter

The Expos, Sonics, and Whalers have active social media accounts.
Limited Hype
July 27, 2025

Sneaker Reselling Was Once Easy Money. Success Is Now Complicated

Vendors need to evolve what they’re selling and how they do it.
HAPPY GILMORE 2. BTS - (L to R) Adam Sandler as Happy Gilmore and Rory McIlroy as himself on the set of Happy Gilmore2.
July 26, 2025

‘Cool As Hell’: How ‘Happy Gilmore 2’ Hooked Golf’s Top Stars

The process was “cool as hell,” Adam Sandler tells FOS.
Ryan Field Construction
exclusive
July 19, 2025

First Look Inside Northwestern’s $862 Million New Ryan Field

Five big things FOS learned on our exclusive stadium tour.

How Rolex Paved the Way for Luxury’s Love Affair With Tennis

“It’s almost impossible to think about tennis without thinking about Rolex.”
Athlos
May 4, 2025

Nike Wants to Pull Off the First Women’s Sub-4:00 Mile

Experts speak on whether Nike’s “moonshot” is realistic or a gimmick.
Jul 19, 2024; Phoenix, Ariz., United States; Sheryl Swoopes hosts a WBNA All-Star brunch in honor of her former teammate, Nikki McCray Penson, at Thea in Phoenix on July 19, 2024
May 12, 2025

Sheryl Swoopes: A’ja Wilson Shoe Campaign Shows Nike Sea Change

Nike released the Air Swoopes in 1995.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Dealmaker Jeffrey Kaplan maps the evolution of sports as an asset class
Apr 12, 2025; Cleveland, Ohio, USA; MLB umpire Ron Kulpa (46) calls a third strike during a game between the Cleveland Guardians and the Kansas City Royals at Progressive Field
May 4, 2025

Pro Refs Get Offered Free Lasik for Better Calls. Some Took It

Some pro officials have sprung for the offer for free corrective surgery.
January 15, 2025

State Farm Cancels Planned Super Bowl Ad Amid California Fires Controversy

State Farm’s Super Bowl ad last year featured Arnold Schwarzenegger and Danny DeVito.
Nov 25, 2024; Inglewood, California, USA; From left: Scott Van Pelt, Ryan Clark, Jason Kelce and Marcus Spears on the ESPN Monday Night Football Countdown set before the game between the Baltimore Ravens and the Los Angeles Chargers at SoFi Stadium.
December 17, 2024

A ‘Wave’ of Sports Content Is Coming to TikTok

The next generation is consuming sports in a different way.
Apr 7, 2022; Augusta, Georgia, USA; Rory McIlroy (left) and Brooks Koepka set up to putt on no. 9 during the first round of The Masters golf tournament.
exclusive
November 27, 2024

PGA Tour vs. LIV Golf TV ‘Showdown’ Will Pay Out $10M Crypto..

Two golfers from each tour will face off in Las Vegas.