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Volume 25 No. 88

Marketing and Sponsorship

Photo: BUSCH

Busch Beer will become the official beer of NASCAR and sponsor of the Monster Energy NASCAR Cup Series pole award as part of a multiyear deal. Financial terms are not being disclosed, but a source valued the deal in the low seven figures annually. The deal is believed to be set up to expire concurrently with the beer maker’s pact with Stewart-Haas Racing. Busch replaces Coors Light, which had been the sponsor from ’08-17 in a deal originally valued at $4M annually. Busch will have retail, digital and social components related to the pole sponsorship. A-B is only picking up the pole sponsorship for NASCAR’s premier series. A-B VP/Value & Beyond-Beer Brands Chelsea Phillips said that A-B found the pole award sponsorship alluring because it is typically awarded on Friday nights, a prime time to advertise beer. NASCAR VP/Partnership Marketing Lou Garate said the sanctioning body talked to a handful of different companies once the category opened up but quickly settled on Busch. Busch originally sponsored the pole award in NASCAR in '78 and was the official beer of NASCAR from ’88-’97.

PAYING OFF: Phillips said that the switch back to Busch in NASCAR has proven beneficial for the company. A-B pointed as proof to data from IRI that showed that Busch and Busch Light were up 9.3% in the Daytona area this year in the four weeks around the Daytona 500. She added, “We had statistical improvements in all our brand attributes when it comes to people (being) more aware of the brand, considering it much more than the past, and the brand affinity has gone up -- so everything that drives people to choosing a brand is increasing. It’s timed both with the introduction of us coming back into NASCAR and the emphasis we put on the Super Bowl last year, and more robust trade programming.”

An exact date of when Williams' beauty line will launch has yet to be announced

Serena Williams has "filed paperwork to trademark 'Aneres' ... for the purposes of 18 different beauty categories," according to Ariel Scotti of the N.Y. DAILY NEWS. Williams "seems to be on the verge of releasing a line of makeup, skincare and haircare products." Williams previously secured "Aneres" for the "name of her clothing line, but the new legal documents, filed Jan. 30, secure the rights for her brand to create 'make-up kits comprised of lipstick, lip gloss, eye shadow, powder, foundation, remover, eyeliner, and mascara; hair shampoo; dry shampoos; hair rinses; hair sprays and hair gels,' among other items" (N.Y. DAILY NEWS, 3/14). VIBE's Sierra Brown noted an "exact date of when her beauty line will launch has yet to be announced" (, 3/13).

Kingsford Charcoal today announced an official partnership with MLB. Kingsford has enlisted Baseball HOFer Johnny Bench, former MLBer David Ortiz, Mets P Noah Syndergaard and former Dodgers broadcaster Vin Scully to star in the company's campaign rolling out today that humorously encourages baseball fans to take the afternoon of Opening Day off. Meanwhile, Kingsford on Opening Day will host a tailgate at Globe Life Park (Kingsford).

GETTING IN THE GAME: The Drone Racing League has added BMW to its roster of corporate partners, with a goal of developing new high-performance drones and breaking existing speed records. DRL will bring its next-to-last race of the upcoming ’18 season, set for July 28, to the BMW Welt exhibition center and museum, also in Munich. The one-year deal comes a week after DRL announced another one-year sponsorship agreement with Cox Communications, and was brokered internally without agency support. BMW Head of Int'l Brand Experience Jörg Reimann did the deal for the car brand (Eric Fisher, Staff Writer).

STAY THIRSTY: AD AGE's E.J. Schultz reports Dos Equis is "closing the curtain on The Most Interesting Man in the World's second act after a disappointing showing." The brand, which "revamped the iconic campaign" in late '16 with a younger lead actor, is "sidelining the character amid sluggish sales trends." A new campaign "debuting today by Droga5 is called 'Keep It Interesante.'" Several more ads "will be rolled out during the year, including some that support the brand's sponsorship" of the CFP (, 3/14).