• Loading stock data...
Monday, August 25, 2025
Front Office Sports Honors winners are here! View the 2025 winners

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

The Honey Deuce Effect: How Tennis Perfected the Signature Cocktail

Sold every 1.5 seconds, they total more than $12 million in sales.
Dec 21, 2024; Austin, Texas, USA; Texas Longhorns quarterback Arch Manning (16) warms up as the Texas Longhorns prepare to play the Clemson Tigers in the first round of the College Football Playoffs at Darrell K Royal Texas Memorial Stadium.

Schools Are Hesitant to Allow PE Into Their Athletic Departments

Regardless of budget, schools don’t believe the risk is worth the reward.
Oct 2, 2024; Rosemont, IL, USA; Big Ten commissioner Tony Petitti speaks with the media during the 2024 Big Ten Women’s Basketball media day at Donald E. Stephens Convention Center.

‘Not Ready to Jump In’: Power 4 Commissioners Aren’t Sold on PE

Top leaders in college sports have yet to see a satisfactory proposal.
Nov 23, 2024; Minneapolis, Minnesota, USA; Penn State Nittany Lions head coach James Franklin looks at quarterback Drew Allar (15) during the first quarter against the Minnesota Golden Gophers at Huntington Bank Stadium.

Private Equity Enters College Sports—Without the Equity

As college football starts, lending agreements have become PE’s best way in.

Featured Today

Sep 8, 2024; East Rutherford, New Jersey, USA; New York Giants running back Eric Gray (20) returns a kickoff against the Minnesota Vikings during the first half at MetLife Stadium.

‘Fauxbacks’ Throw Back to a Retro Uniform That Never Existed

Many throwback jerseys are brand-new designs or “Franken-Unis.”
August 17, 2025

‘Labubu Gang’: The Creepy-Cute Dolls Sweeping Pro Sports

The creepy-cute doll is the hottest collectible—and fashion statement.
Middle Tennessee wide receiver Cam'ron Lacy (86) catches a pass and carries the ball during the season final home football game against New Mexico State on Saturday, Nov. 23, 2024.
August 15, 2025

How Middle Tennessee State Added $668,000 to Its NIL Budget

The Blue Raiders are creating a new blueprint for cutting costs.
Bridgewater American 12U Little League player Micah Poulter holds a District 7 pin during a send-off rally to the New England regional tournament in Bristol, Connecticut, from Legion Field on Friday, August 2, 2024.
August 14, 2025

Inside the Little League World Series Pin Trade

The rare little collectibles fuel a frenzy in Williamsport each summer.

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

Building A Pro League From Scratch

Front Office Sports and Gainbridge® spotlight what it takes to build a professional women’s soccer league.
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.