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Bud Light sponsorship will pay the NFL $1.4 billion over six years

AP

The bulk of the NFL’s enormous revenues comes from the league’s enormous TV contracts with NBC, CBS, FOX, ESPN and DirecTV. But the league also makes a fortune from sponsorships, and they’ve just extended a big one.

Anheuser-Busch and the NFL have agreed to extend Bud Light’s sponsorship of the league for another six years, through the 2022 Super Bowl. According to the Wall Street Journal, the deal will pay the NFL $1.4 billion, which works out to more than $7 million for each team, every year of the sponsorship.

That sponsorship will allow Bud Light to do things like put sponsored highlights on social media and award “Bud Light Players of the Game.” That’s on top of the enormous amount of money that Bud Light (and its rival beer makers) spend to buy commercials on NFL broadcasts.

“We’ve done the math and wouldn’t be renewing this sponsorship if we didn’t believe this would allow us to sell more beer,” Anheuser-Busch executive Lucas Herscovici said.

And that demonstrates once again just how powerful the NFL is. Nothing reaches more Americans — especially beer-drinking men in their 20s and 30s — than the NFL. And so for all the missteps the league has taken on everything from domestic violence to Deflategate, big companies want to do business with the NFL.

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59 Responses to “Bud Light sponsorship will pay the NFL $1.4 billion over six years”
  1. paulrevereshorse1775 says: Nov 4, 2015 10:36 AM

    hard to believe anyone actually drinks Bud Light any more. There are so, so many better tasting options.

    I don’t always drink beer, but when I do, I drink a stout, or a porter, or a brown ale, or a belgian ale, or an IPA, or….well pretty much anything but a Bud Light.

  2. bigbenh8tr says: Nov 4, 2015 10:36 AM

    The NFL is getting $233 Million per season from Bud Light, and how many NFL players are getting a DUI during each offseason?

    How many domestic disputes are alcohol related?

    Owners take that kind of money and complain players salaries are too high?

  3. jucam1 says: Nov 4, 2015 10:37 AM

    Good luck getting rid of Goodell when things like this happens.

  4. minnesotablizzard says: Nov 4, 2015 10:38 AM

    If you’re going to the liquor store and coming home with bud light you need to reasses your entire life. Why would you drink that poor quality watery cheap crap?

  5. TheodoreBabyHandsBustAqua says: Nov 4, 2015 10:39 AM

    Can you believe those disgusting figures? The NFL is nothing but a ruthless lime green suit wearing pimp with fish in the heels.

  6. jag1959 says: Nov 4, 2015 10:40 AM

    And we all wonder how Goodell still has a job, we $houldn’t although TBH the village idiot could preside over the league and the cash would still roll in. Wait… come to think of it he does, never mind

  7. thefatlazygamer says: Nov 4, 2015 10:40 AM

    Football would be a better experience for all (especially a family) in a stadium that didn’t serve alcohol.

    I’ve seen far too many drunk rubes shouting horrible things and trying to start fights when sitting next to children.

    Common sense is gone when you enter the turnstiles apparently. More than likely alcohol is the cause.

    But hey, like everything else these days, it is all about the almighty dollar.

  8. texaspistoleer says: Nov 4, 2015 10:42 AM

    But don’t drink and drive. Or drink and get violent. That’s bad and the NFL is totally against that. Because the NFL cares so much about society, and good citizenship.

  9. romophobic says: Nov 4, 2015 10:42 AM

    Unlike other ignorant individuals, I’m not about to blame an American company for making money, in this case the NFL. No instead, I am going to complain about people drinking urine flavored water otherwise known as Bud Light.

  10. bigbenh8tr says: Nov 4, 2015 10:42 AM

    $7.29 million per team to be exact.

    Teams should be donating at least 15% of that towards charities related to substance abuse/dependence

  11. factschecker says: Nov 4, 2015 10:43 AM

    Those last two years could be risky for Anheuser-Busch if there is a CBA work stoppage in 2020. With Goodell in place and trying to get the courts to make him even more powerful towards the players union, I fully expect there to be a work stoppage and this time Robert Kraft will not be there to close the deal for the owners that are backing Roger Goodell.

  12. purpleguy says: Nov 4, 2015 10:46 AM

    Hey, if people want to drink Bud Light, who the hell cares? Not sure if that’s worse than a bunch of snooty IPA microbrew-drinking snobs.

  13. lenthevikesfan says: Nov 4, 2015 10:47 AM

    When you figure in how much a beer at the stadium costs 1.4 billion doesn’t seem like a very much money.

  14. sonhoodoo says: Nov 4, 2015 10:47 AM

    “Please as you sit down to watch the game we have worked so hard to water down, have a watered-down beer from our sponsor.” – new announcement at the beginning of all NFL games.

  15. jonathankrobinson424 says: Nov 4, 2015 10:48 AM

    Oh lord……Bud Light AND Fan Duel commercials for 10 hours? …just shoot me now.

  16. bigbenh8tr says: Nov 4, 2015 10:53 AM

    romophobic says:
    Nov 4, 2015 10:42 AM
    Unlike other ignorant individuals, I’m not about to blame an American company for making money, in this case the NFL. No instead, I am going to complain about people drinking urine flavored water otherwise known as Bud Light.
    ______________________________________
    At least the NFL is getting this money from a company that is now based in Belgium, Anheuser-Busch InBev?

  17. Patskrieg says: Nov 4, 2015 10:53 AM

    Remember a year ago when Anheuser-Busch wanted to pull their sponsorship over a morality clause when Ray Rice and Greg Hardy were knocking out everything in a skirt?

    Goodell looked at his own incompetence, which almost cost the league $1.4B and decided that his biggest priorities were moving the extra point back and framing Tom Brady for something he knew he could never make stick.

    Put that in perspective.

  18. oldstylelover says: Nov 4, 2015 10:53 AM

    Blech.

  19. crazyaboutthepigskin says: Nov 4, 2015 10:56 AM

    I’d like to see each team donate a portion of their distribution to MADD.

    Of course, that would assume that the owner’s have a conscience and a moral compass.

  20. jerrysbrother says: Nov 4, 2015 10:57 AM

    With teams getting that much money for doing nothing, you would think these owners could cut prices where an average family could afford to go to a game.

  21. maiphatdong says: Nov 4, 2015 10:58 AM

    If you must drink cheap, watered down, urine beer, drink Coors, its an American beer

  22. romophobic says: Nov 4, 2015 10:59 AM

    purpleguy says:
    Nov 4, 2015 10:46 AM

    Hey, if people want to drink Bud Light, who the hell cares? Not sure if that’s worse than a bunch of snooty IPA microbrew-drinking snobs.
    ———————-

    Enjoying a burger from a good restaurant over one from McDonald’s does not make one a burger snob, it makes them someone who enjoys a burger that actually tastes like a burger.

  23. Pointy Williams says: Nov 4, 2015 10:59 AM

    Looks like that beer-water is about to get more expensive lol.

  24. humb0lt says: Nov 4, 2015 10:59 AM

    I’m amazed Americans still drink any Budweiser product. Not only is it tasteless it’s not even American any more.

  25. sprest83 says: Nov 4, 2015 11:00 AM

    Dallas Cowboys have their own partnership with Miller Lite.

  26. upperdecker19 says: Nov 4, 2015 11:01 AM

    PBR and Keystone Light are flabbergasted!

  27. Great Caesar's Ghost says: Nov 4, 2015 11:02 AM

    Rat urine.

  28. tb12x4 says: Nov 4, 2015 11:05 AM

    please fire that flaming liar goodell already

  29. rootpain says: Nov 4, 2015 11:08 AM

    So there you have it. On one hand the game has been watered down by a group of owners whose only interest (save not even a handful) is money and self-aggrandizement, accomplished by Goodell the Narcissist who epitomizes greed and decadence, and financed by an industry that markets an ideal vehicle enabling the the acceptance of the watered down product by a crying fan base screaming for more.
    Of course, Anheuser-Busch are no dummies. They are getting this contract signed before marijuana is legalized and fights them for viewership. And just watch, the NFL under Commissioner Goodell, all as a public service of course, will open up NFL branded methadone clinics at every stadium. And rather than the $8/dose Medicare reimburses clinics, the NFL will charge $24-30.

    Plenty of fodder for a historical perspective on the fall of the American Empire right there.

  30. helldog33 says: Nov 4, 2015 11:08 AM

    How many Bud Lights does it take to make the ’15 Jaguars look like the ’85 Bears?

  31. liquidzoo says: Nov 4, 2015 11:11 AM

    bigbenh8tr says:
    Nov 4, 2015 10:42 AM
    $7.29 million per team to be exact.

    Teams should be donating at least 15% of that towards charities related to substance abuse/dependence

    ———————-

    Bit more than that, actually. There are 4 teams that are not covered under this sponsorship (Vikings, Packers, Bears, Cowboys) as they have existing sponsorships from Miller Lite.

  32. tremoluxman says: Nov 4, 2015 11:11 AM

    When your target demographic is the 20-35 beer-swilling, Dorito munching, basement dwelling frat-boy who thinks the ideal woman is a silicone-injected, deaf-mute stripper who won’t complain when you knock her around, you don’t really care about the optics of your organization. It’s all about the Benjamins.

  33. cliverush says: Nov 4, 2015 11:13 AM

    Would Bud please devote a portion of their advertising to an anti-litter campaign. Any person who spends a great deal of time on the rivers, lakes, ocean beaches and mountains of this great nation will attest that Bud products represent the largest percentage of trash and litter tossed out by these idiots.

  34. jsuch2 says: Nov 4, 2015 11:17 AM

    The amount of Bud Light drank in this country is appalling. Pretty sure the fore fathers of our country didn’t drink nasty beers like Bud Light. You don’t need to be a beer snob to know that this is the worst beer ever brewed. Very sad that a German Family’s name is tied to it.

  35. ilovefoolsball says: Nov 4, 2015 11:26 AM

    Every man setteth on first the good beer; and when [men] have drunk freely, [then] that which is worse: thou hast kept the good beer until now

  36. rodsrustytrombone says: Nov 4, 2015 11:30 AM

    “The King of rice beers.”

  37. tonebones says: Nov 4, 2015 11:32 AM

    Thanks for the stock tip. This should increase Bud Light sales significantly, so I’m going to buy stock in Excedrin, Tylenol, and Bayer aspirin

  38. slugbaitspace says: Nov 4, 2015 11:33 AM

    “We’ve done the math and wouldn’t be renewing this sponsorship if we didn’t believe this would allow us to sell more beer,” Anheuser-Busch executive Lucas Herscovici said.”

    I like some of the Bud Light commercials, but haven’t bought any A-B beer since the late 80’s

  39. jwcarlson says: Nov 4, 2015 11:42 AM

    Are they really going to sell enough more beer to make 1.4 BILLION in additional revenue because they are the “Official Beer of the NFL”?

    I have a very hard time believing that.
    They had gross sales of something like 35 BILLION in 2014. So maybe it is “worth it”. Still seems crazy.

  40. iamhydrogen says: Nov 4, 2015 11:43 AM

    I wish Coors was still the sponsor. So much easier to get behind Light or Banquet over that garbage.

  41. One for the thumb says: Nov 4, 2015 11:48 AM

    I refuse to believe that sponsorships of this kind help sell products. people like what they like.

    I’ve never watched a commercial for Pepsi and been like, “You know Dr.Pepper has been my favorite soda for over 20 years now, but that Pepsi commercial makes a really good point.”

    No, it doesn’t happen. People like what they like.

  42. schmitty2 says: Nov 4, 2015 11:50 AM

    My wife always gives me grief on how much beer I drink while watching football and I have to embarrassingly remind her it’s only Bud Light.

  43. paulrevereshorse1775 says: Nov 4, 2015 11:50 AM

    purpleguy says:
    Nov 4, 2015 10:46 AM

    Hey, if people want to drink Bud Light, who the hell cares? Not sure if that’s worse than a bunch of snooty IPA microbrew-drinking snobs.

    ———

    If people consider me a snob because I prefer the taste of a microbrew over that of Bud Light, then I’m OK being a snob.

    However, at least I kept my complaints about the beer, and not about the people that choose a particular beer.

  44. colt13 says: Nov 4, 2015 11:56 AM

    I drink Bud Light Lime, so I cant complain. However, it does make you wonder since Anheuser isnt spending 1.5 billion to lose money, how much are they actually making?

  45. paulrevereshorse1775 says: Nov 4, 2015 11:57 AM

    jonathankrobinson424 says:
    Nov 4, 2015 10:48 AM

    Oh lord……Bud Light AND Fan Duel commercials for 10 hours? …just shoot me now.

    —–

    at least the beer commercials have some eye candy every now and then

  46. bksk07 says: Nov 4, 2015 11:59 AM

    Disgusting beer.
    How anyone chooses to drink it is beyond me

  47. rcali says: Nov 4, 2015 12:04 PM

    Alcohol, casino, and daily gambling “fantasy” sites, the NFL has to be close to having some sponsorship for the Bunny Ranch soon!

  48. jimmyt says: Nov 4, 2015 12:07 PM

    Thank God. These poor owners were going broke.

  49. allcrud says: Nov 4, 2015 12:11 PM

    maiphatdong says:
    Nov 4, 2015 10:58 AM

    If you must drink cheap, watered down, urine beer, drink Coors, its an American beer.

    In 2005 Coors merged with Molson (Canada) to become MolsonCoors Brewing. In 2008 MolsonCoors joined Miller (owned by SABMiller of South Africa) in what was termed a “joint venture”. They merged production and distribution(Miller distributors absorbed Coors distributors) but claim to operate independently.
    Having worked for Coors distributors from 1985 to 2012, I contend that Coors “profits” are going to South Africa. Enjoy your “American” beer.

  50. laces out says: Nov 4, 2015 12:28 PM

    Bud Light could start or buy their own team for that much

  51. bleedingfacemask says: Nov 4, 2015 12:39 PM

    Due to the 500-year-old Reinheitsgebot (“purity decree”), Anheuser-Busch is legally prevented from advertising their products as “beer” in several European countries. They have to refer to it as an “alcoholic carbonated beverage” instead.

    The NFL is obviously working hard toward a bigger presence in Europe, but these commercials aren’t going to help sales overseas.

  52. jgedgar70 says: Nov 4, 2015 12:50 PM

    Good heavens, some of you people can take any subject on Earth and turn it into proof of the evil of all society.

    If you don’t like Bud Light, don’t drink it. And don’t hurl insults at me because I drink Bud Light Lime.

    And if you hate the NFL and the team owners because they have more money than you, and the stench of greed is ruining life in your “I’m better than you” ivory tower, there are plenty of places in the world that don’t have a capitalist economic system. I’m sure they will welcome you.

    One for the thumb is right – people like what they like, and commercials have no bearing on product choices. Commercials are, for me at least, for entertainment. I absolutely love the Chick-Fil-A cows, the Arby’s “we have the meats” ads and the commercials Doritos and Pepsi come up with for the Super Bowl. But they don’t influence how much of the product I consume.

    Just enjoy the games. In other words, as a current NFL QB once said, RELAX!

  53. thundersnacker says: Nov 4, 2015 1:12 PM

    That money might as well go straight to the distinguished law firm of Paul Weiss. No one is happier to hear this than Ted Wells, who will now make partner, with all the extra revenue coming in the next few years.

  54. illadelphiasphinest says: Nov 4, 2015 1:57 PM

    And since the NFL is somehow a non frofit all $1.4 will go directly to MADD. Lol, yea right.

  55. kinggator says: Nov 4, 2015 1:58 PM

    I’d rather listen to Joe Buck and Justin Bieber discuss fan duel on a 24 hour loop than drink Bud Light, just saying.

  56. surfinbird1 says: Nov 4, 2015 2:01 PM

    Wonder how much the Shield will make off of players DUI etc.

  57. mitchem85 says: Nov 4, 2015 2:33 PM

    Minnesota blizzard, no one around here(east coast)goes to the ‘liquor store” for beer anyways, guy. We have convienent stores and grocery stores for that. If we are going to the liquor store, it’s to buy….liquor.

  58. mitchem85 says: Nov 4, 2015 2:43 PM

    Allcrud, hate to break it to you, but I’ve worked for anheuser since ’81, & anheuser/mbev just purchased Miller.

    And as I’m sure you know, mbev took over anheuser a few years back… But even anheuser’s profits are flowing out of this country, so even though the beer is made and sold in America(which by definition, makes it domestic) the profits are flowing out of the USA. Anheuser has gone downhill since mbev took over, and will continue to as long they refuse to reinvest the money they make back into the company. They are only lookin how to extract money right now, they don’t care about the future or big picture. Burrito doesn’t know how to build a brand, he only knows how to “do the math” and see what cuts he can make to increase profit.

  59. therealjr says: Nov 4, 2015 5:05 PM

    When I want watery, cheap crap (and occasionally I kinda do) then I’ll take Coors Light, thank you very much.

    Water > Water with potato flavor

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