AD AGE's Anthony Crupi cited sources as saying that the first Super Bowl that "may feature in-game liquor advertising is Super Bowl LIV," which will air on Fox in February '20. A-B InBev's category exclusivity with Fox expired after last year's Super Bowl, though the brewer's existing deals with NBC and CBS "grant it exclusivity in the alcohol category during the Big Game." Thus far, the networks "haven't made much hay out of the NFL's decision to open the liquor floodgates, although one broadcast ad sales boss said the move has been a long time coming" (ADAGE.com, 6/8).
PLAYING KETCHUP: Monster Energy NASCAR Cup Series team JTG Daugherty Racing still has a deal in place with Kraft Heinz, according to a source. There had been some questions in the industry about the status of JTG’s deal after yesterday’s announcement that Richard Childress Racing had landed a new deal with Kraft Heinz brand Velveeta Shells & Cheese. But there is no change to JTG’s deal with the overarching Kraft Heinz company, the source said. Companies can sponsor multiple different teams in NASCAR, according to sanctioning body rules (Adam Stern, Staff Writer).
FROZEN TUNDRA: GOLF DIGEST's Ashley Mayo noted golfer Rickie Fowler will "swap out his week-to-week golf bag for a green and yellow version" at next week's U.S. Open at Erin Hills in Wisconsin, in a nod to the Packers. As for his attire, Fowler will "pump some patriotic hues into his Friday and Saturday looks, while remaining true" to his Oklahoma State-orange apparel on Sunday (GOLFDIGEST.com, 6/8).