A new sponsorship model from A-B InBev increased activations with its teams and leagues eight times overMARC BRYAN-BROWN
A-B InBev began last year with the goal of changing the sports sponsorship industry. Last night, it won Sponsor of the Year at the Sports Business Awards in recognition of those efforts. For any sponsor, much less one of sports biggest spenders, that’s an ambitious goal. But A-B InBev was determined to change the model, and started requiring incentive-based contracts in its many sports sponsor deals. “The reality was that the deals we had weren’t working hard enough,” said A-B InBev Senior VP/Marketing Joao Chueiri. “We had long-term deals and we’d see them maybe every five years for a negotiation and a check. We wanted them to address our needs on at least a yearly basis -- that’s changed the conversation.” The new model has helped A-B InBev increase activations with its sponsored teams and leagues eight times over. “We end up putting more dollars behind the properties and they have more commitment to results,” said Chueiri. “That’s a really good combination.” Close to 70 sports properties have signed the incentive deals since early last year. A-B InBev Head of U.S. Sports Marketing Nick Kelly said that number should reach 80 by the end of this year.
