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Volume 26 No. 48
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Bud Light To Sponsor American Flag Football League On NFL Network

A-B InBev has purchased a media package on NFL Network’s broadcasts of the American Flag Football League, which is in its second year. Under the deal, Bud Light will be the presenting sponsor of the AFFL on six live NFL Network telecasts. The deal starts with Saturday’s quarterfinals and runs through the championship on July 19 in Houston, when teams including former NFL and NBA stars will compete against amateurs for a $1M prize. This is not Bud Light’s first go-round with flag football, as the brand has sponsored a number of grass-roots tourneys and leagues across the country, sometimes integrating the supporting marketing with its NFL rights. A-B buying into any new sports property has long been considered an early sign of legitimacy. “We’re a grass-roots play -- that’s what brands can get from us,” said AAFL Founder & CEO Jeff Lewis. “Bud Light’s got the tailgaters, we are a different crowd.” The deal includes camera-visible signage and integration within victory celebrations.