Budweiser has commissioned a nearly 21,000-square-foot mural in midtown Manhattan to hype the Olympics ahead of the Rio Games, part of an expanded campaign for the official Team USA malt beverage sponsor.
To create the artwork, the beer brand returned to French artist Malika Favre, who designed its patriotic “Lady Liberty” packaging in 2014. Her art will depict seven Olympians and Paralympians recently signed to endorsement deals in a highly patriotic context, said Ricardo Marques, vice president of marketing.
Favre will begin assembling the painting from completed sketches on May 23, though Budweiser did not say precisely where in New York City or when it will be complete.
“It’s basically focused on creating an epic, heroic tribute to each of these athletes,” Marques said. “It’s a very exciting piece of art. It’s a big, big piece.”
Budweiser marketers will make the 225-by-93-foot mural the focal point of commercials and host an official opening event.
The athletes include two-time gold medalist women’s basketball star Candace Parker and U.S. women’s soccer gold medalist defender Becky Sauerbrunn. Also signed to Budweiser deals are rugby sevens wing Perry Baker, hammer thrower Amanda Bingson, decathlete Trey Hardee, Paralympic triathlete Melissa Stockwell and Paralympic sprinter Richard Browne. Terms of the athlete contracts were not disclosed.
A sponsor of the U.S. Olympic Committee since 1984, Anheuser-Busch InBev extended its deal in 2012 for a reported $13 million over four years. It has not renewed beyond this year.
Recent Budweiser Olympic campaigns have focused on retail and point-of-sale, with a team of five athletes appearing on packaging and promotional materials in 2012 and 2014. Those components will return this year too, but are merely part of a far more extensive campaign.
“This is probably the most exciting campaign we’ve had for the Olympics,” Marques said. “We’re excited to bring new forms of communications to the mix.”
Beginning in June, Budweiser will tell the athletes’ stories in a series of branded videos set to run on ESPN platforms from June through August. TV commercials will build on the existing Brewed the Hard Way and This Bud’s For You messaging in its spots, Marques said.
Agents repping the athletes included Brandon Swibel, The Legacy Agency (Hardee); Ian Byers, 17 Management (Browne); Lila Brown, Ella Bee Media Group (Baker and Bingson); Patrick Quinn, Chicago Sports & Entertainment Partners (Stockwell); and Brendan Meyer, Wasserman (Parker and Sauerbrunn).
Hardee didn’t hesitate associating with an alcohol sponsor because he thinks Budweiser shares his values, Swibel said.
“Budweiser has always been a dream sponsor for him, and to team up with an ultimate all-American brand means a lot to him as he chases his dream to win gold for Team USA,” Swibel said.
