Knowing When To Say When?

Anheuser-Busch’s takeover by InBev last summer cast a shadow over whether the brewery would maintain its position as one of the top ad spenders in the sports industry, and early signs have the answer coming back as a resounding no. A source says that A-B InBev is planning to spend about 50% less on its upcoming deal with NBC for the Vancouver and London Olympics than the company did on its previous package. Meanwhile, MillerCoors stands ready to fill the possible void created by A-B scaling back, as the company reportedly is trying to get into NBC’s Olympic broadcast. The Chicago-based company also is replacing A-B as the domestic beer at the MLS Fire’s Toyota Park, and it signs a two-year deal to sponsor the club’s all-you-can-eat pavilion.

Taking A Bite Out Of The Apple
Bowing to both the economy and public pressure, the Yankees cut prices, increase perks for the pockets of empty luxury seats.

Playoff Push
NBA, NHL see postseason viewership gains on TNT and Versus, respectively.

Hello, My Name Is DeMaurice
New NFLPA boss begins his NFL team tour to meet players in advance of CBA talks. 

Putting Their Foot Down  
Under Armour's strong Q1 numbers are due in large part to successful running shoe launch.

Need A Hand?
NHL extends loan to help Coyotes stay afloat, giving league more say over team's future.

Every Rose Has Its Thorn
Tickets still available to Saturday's Kentucky Derby as Churchill Downs feels the pinch.

To The Old Country
LOCOG selects U.S.-based McCann Erickson to handle ad efforts for '12 Olympics.

In Memory 
Motorsports industry mourns the death of influential NASCAR reporter David Poole.