NFL, Anheuser-Busch Extend Partnership; Bud Light, Hard Seltzer Remain Exclusive
Monday, December 20, 2021 at 09:55AM NYSJ Sports-Entertainment Business News Service
December 20, 2021: The NFL today unveiled a five-year renewal with Anheuser-Busch to extend the brand’s Bud Light position as the global exclusive beer and hard seltzer sponsor of the league through the 2026-27 season.
Financial terms of the new alliance were not shared.
The previous agreement, a six-year pact beginning in 2017 and set to expire after the 2022 Super Bowl, was put at $250 million a year by industry analysts.
Bud Light has been the official beer of the NFL since 2011.
"We are pleased to continue our partnership with the NFL to build meaningful experiences and connections for football fans across the country," Benoit Garbe, Anheuser-Busch CMO, said via the company.
"Core to our people-centered mission in marketing at Anheuser-Busch, our objective is to bring together what people most care about and what our brands stand for. Our partnership with the NFL perfectly intersects with that goal."
In addition to its exclusive sponsorship with the NFL, Anheuser-Busch has 27 NFL team partnerships and endorsement deals with more than 25 current players.
Bud Light can use the logos of all 32 teams collectively but must have individual deals with teams to put their logo as a stand-alone on cans. 
Anheuser-Busch currently does not have deals with the Chicago Bears, Dallas Cowboys, Green Bay Packers, Las Vegas Raiders and Minnesota Vikings.
Bud Light will no longer be the presenting sponsor for Thursday Night Football in 2022 with the start of Amazon’s 11-year NFL deal.
The brewer emphasized that the partnership will include “many new opportunities for the Anheuser-Busch brands, led by Bud Light, that will continue growing excitement among NFL fans.”
"Our continued partnership with Anheuser-Busch is centered on our shared belief that football has the power to build unforgettable moments for our fans," Tracie Rodburg, NFL svp-sponsorship management, said via the league.
“We look forward to continuing to work with A-B and their Club partners to bring new, on-trend experiences to life for our fans over the next five years through our partnership with Anheuser-Busch."