Anheuser-Busch, the brewing company behind brands like Budweiser and Bud Light, will not renew its exclusivity deal with Fox for the first time since 1989, which will allow other alcohol merchandisers to advertise during Super Bowl 57, airing Feb. 12.
The brewer has been the Super Bowl’s sole advertiser for over three decades. Fox is currently not planning to sign another exclusivity deal with a rival brand, and the agreement — prior to termination — was singular within other advertising categories during the NFL game.
Even though Anheuser-Busch will still be purchasing coveted ad spots and be a prominent advertiser (and remains the NFL’s exclusive beer and seltzer sponsor), rivals like Heineken and Coors will be able to run advertisements as well. Diageo, the National Football League’s official spirits sponsor, can also buy a slot.
The news, first reported by Adweek, comes after Anheuser-Busch announced in March that its Bud Light brand would sponsor all major NFL moments during the offseason, including the 2022 NFL Draft that took place in Las Vegas. The exclusive, global, multi-year sponsorship deal means that Bud Light is now the official sponsor of all NFL celebrations, and the company retains its 26 NFL team partnerships and endorsement deal with more than 25 players. According to an NFL spokesperson, Anheuser-Busch will remain an overall partner with the organization.
Spencer Gordon, VP of Connections at Anheuser-Busch, said in a statement, “Over the past several years, we’ve been on a journey to lead future growth. This requires us to constantly re-assess where and how we deploy our investments, to rebalance our portfolio and stay ahead of consumer trends. When it comes to sponsorships and media, we are evolving our investments so that our brands reach the right consumers, at the right time, in the right place, with the right messages.”
According to Gordon, the plan is to connect with consumers and fans “wherever they are,” meaning that the company will shift its advertising approach to reach viewers while remaining prominently featuring during national broadcast. “This shift allows us to rebalance our media investments in key moments all year, both during football season and during the summer selling season, therefore fueling our ambition to lead future growth,” he said.
Last month, it was confirmed that Pepsi was exiting the Super Bowl Halftime show after 10 years of being its sponsor. The soda brand will remain a partner of the NFL, however.