• Loading stock data...
Tuesday, January 21, 2025

Sam Adams Nabs Bud’s Bit

Ron Holman, Visalia Times-Delta

Budweiser’s Clydesdales might be missing from the Super Bowl this year, but Sam Adams plans to run its own ad featuring America’s four-legged icons.

The ad will promote Sam Adams Wicked Hazy IPA, featuring horses similar to the Clydesdales that have appeared on Budweiser’s ads each year since 1975, according to The Wall Street Journal.

The news comes after Anheuser-Busch InBev announced earlier this week that it will not run Budweiser ads during the Super Bowl this year, and instead plans to “reallocate the media investment” to ongoing COVID-19 awareness efforts.

  • The company will still run national commercials for Bud Light, Michelob Ultra and Anheuser-Busch itself. 
  • It’s unclear if the horses will appear in any of those spots, but it opens the door for other companies to capitalize on the idea.

“You see the Clydesdales and you immediately think Super Bowl without even saying the word,” said Jeff Goodby, co-founder of Goodby, Silverstein & Partners and creator of the new Sam Adams ad.

Boston Beer Co. — Sam Adams’ parent company — will only run the ad in New York and Boston, evading AB InBev’s longtime deal as the exclusive alcohol advertiser for the Super Bowl.

By only running local ads, Boston Beer will also save millions: 30 seconds of national airtime during the Super Bowl costs around $5.6 million. The company is paying $770,000 for its local commercials and will shell out $2.5 million total for the campaign, including social media, search and online video ads.

The goal of the tactic is to create enough buzz from the ad to make it “national” via other means like social platforms and media coverage. 

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Detroit Lions quarterback Jared Goff (16) hands the ball to running back Jahmyr Gibbs (26).

Crypto.com Continues Super Bowl Futures Contract Despite Feds’ Pause Request

A showdown between Crypto.com and the CFTC is on the horizon.
A Fox Sports camera broadcasts during the NCAA football game between the Ohio State Buckeyes and the Indiana Hoosiers at Ohio Stadium in Columbus on Monday, Nov. 25, 2024. Ohio State won 38-15.

Fox Sports Lawsuit Complicates Network’s Super Bowl Plans

Fox should “cut a deal” to settle toxic workplace lawsuit, says a crisis PR expert.

Sugar Bowl Postponed to 4 p.m. ET Thursday After Deadly Attack

The game was pushed by around 19 hours due to the attack.

Jimmy Carter Started Super Bowl Winner White House Visits

Carter was the first president to host the Super Bowl champs at the White House.

Featured Today

Unrivaled’s Impeccable Timing Pressures WNBA to Give Players More

The league could “blow the lid off” the business of women’s sports.
Notre Dame Fighting Irish quarterback Riley Leonard and running back Jeremiah Love celebrate a touchdown during the first half of a game against the Indiana Hoosiers in the first round of the College Football Playoff.
January 17, 2025

Notre Dame Found a Title-Worthy NIL Formula. Now It Has to Pivot

Its title run was buoyed by a collective that no longer exists.
Jan 17, 2025; Miami, FL, USA; Dearica Hamby (5) of the Vinyl reaches for the ball as Azura Stevens (23) of the Rose follows on the play during the second half of the Unrivaled women’s professional 3v3 basketball league at Wayfair Arena.
January 17, 2025

Inside Unrivaled’s Explosive Opening Night

The 3-on-3 league went big for its season opener in Miami.
Baseball for All founder Justine Siegal walks in front of the over 400 young players participating in her league during the opening ceremony for an organization focused on giving girls an opportunity to play baseball, at Hohokam Stadium in Mesa, Ariz. on Wednesday, July 20, 2022. Baseball For All 15 Mar 30, 2023; Miami, Florida, USA; Miami Marlins general manager Kim Ng walks on the field prior to the game against the New York Mets at loanDepot Park.
January 17, 2025

Can a Professional Women’s Baseball League Launch in Softball’s Shadow?

The biggest hurdle to the WPBL’s success may be its closest kindred.

NBA GMs Rank Salary-Cap Apron As Rule That Needs to Change Most

Schedule changes finished second with 17% of the vote.
Sponsored

Mastercard’s Foodies & Fairways: Where Golf Meets Gourmet at the TOUR Championship

This year’s TOUR Championship in Atlanta isn’t just about world-class golf—it’s also a celebration of local flavors.
September 8, 2024

US Open Breaks Attendance Record

Top-seeded Jannik Sinner beat No. 12 Taylor Fritz in straight sets Sunday.
Sponsored

How UBS Crafts Impactful Partnerships Across Sports, Arts, and Culture

As UBS continues to expand its impressive array of sports and entertainment partnerships, the company solidifies its position as a leader in wealth management.
July 18, 2024

Loyal WNBA Fans Hit With Enormous Season-Ticket Price Hikes

Some season-ticket holders are seeing their prices doubled.
July 16, 2024

CONMEBOL, Hard Rock Stadium Continue Trading Blame Over Copa Disaster

Each blames the other for the security madness at Sunday’s final.
July 15, 2024

Colombian Soccer Federation President Arrested in Copa Madness

The 71-year-old on the FIFA Council was arrested alongside his son.
July 12, 2024

Oakland Minor League Baseball Team Experimenting With Fan Ownership

The Ballers say more than 1,000 people have registered interest.