A-B, On Location Bringing Back Super Bowl Weekend Concerts

A-B InBev and On Location Experiences are again partnering for a concert series during Super Bowl Weekend. This year’s Bud Light Super Bowl Music Fest will be at AmericanAirlines Arena in Miami, with the Friday night show headlined by Guns N' Roses and the Saturday show featuring Maroon 5 with a to-be-announced special guest act. An added element this year will be a one-hour “live-to-tape” TV concert special Saturday night, likely on Super Bowl broadcaster Fox.

After last year’s inaugural Music Fest in Atlanta, On Location and A-B InBev signed on for three more years. On Location CEO John Collins said, “We’re starting to build some equity into this program, which is a turnkey event with top talent at a time and place everyone’s looking for that. So, everyone felt good about a longer commitment.” A-B InBev VP/Partnerships, Beer Culture & Community Nick Kelly: “We were happy with last year’s concerts, plus now we have time for more and deeper retail tie-ins, along with broader consumer engagement programs."