Anheuser-Busch InBev has signed Cowboys QB Dak Prescott to a long-term marketing deal even though his future with the team remains murky. Prescott missed 11 games this past season with an ankle injury, and the Cowboys can either sign Prescott to a lengthy contract or keep him for another year with a franchise-tag designation. One source quipped, “He’s signing a long-term deal with America’s beer, before he signs one with America’s team." Nonetheless, the addition of Prescott to A-B InBev’s marketing artillery is significant, especially given rival Molson Coors' longstanding ties with the Cowboys.
Restrictions on the use of active athletes in beer advertising have loosened up in recent years. Active players can now appear in beer ads, but not in uniform, nor can they “directly endorse” the product, which is certainly open to interpretation. Activation plans for Prescott and A-B InBev behind Bud Light and possibly some of the brewer’s rapidly expanding portfolio of hard seltzer brands are very much TBD. Social media rights for active players touting beer are considered “in transition,” a source said. Prescott's other sponsorship deals include Beats, Dannon (Oikos), Pepsi, Sleep Number and PlayStation.
See more in SBJ Marketing.
