Chueiri’s model places an emphasis on fan engagement and innovation when it comes to sponsorship contentTONY FLOREZ
A-B InBev has long been a staple sponsorship presence in the sports industry, though the company is not taking its standing for granted. A-B InBev VP/Consumer Connections Joao Chueiri on Day 1 of the ’18 Intersport Brand Engagement and Content Summit led the audience through a showcase in which he presented the company’s evolving model of sports sponsorship. Among the challenges the beverage giant has identified are: cord-cutters and declining TV viewership for sports events; increased competition from other beverages (think emergence of teams’ “Official Craft Beverage”); lack of passion points for fans; the decline of attendance at live events and slumping in-venue beer sales. Chueiri’s model to combat these concerns places a heavy emphasis on fan engagement and innovation when it comes to sponsorship content.
CREATING ITS OWN CONTENT: With help from A-B InBev’s new in-house content factory, Bud Studios, the company has already seen success with a short form ad for Bud Light that featured the Warriors’ Kevin Durant and was tied into Mothers’ Day. The ad features a voice over from Durant’s mother giving advice that pertains to certain NBA highlights. (Example: “stand up straight” as a player blocks a shot.) Chueiri credited the ad for its originality and the way it showcases a different side of a high-profile athlete. While Chueiri stressed that A-B InBev is as committed to sports sponsorship as ever, he emphasized that for the company’s revamped sponsorship model to be a true success, A-B InBev must commit to driving innovation in content for its partners and pair with more athletes willing to think in new ways.
