Add the Los Angeles Lakers and Kings to the roster of sports sponsorships renewed by Anheuser-Busch InBev under a new incentive-laden model introduced earlier this year. Under that system, ABI-sponsored sports and entertainment properties can receive up to a 30 percent “bonus” beyond the annual fees paid by the brewer if specific on-field performance and marketing criteria are met.
Without enumerating specifics of the deals, ABI VP of Consumer Connections Joao Chueiri said that most teams were opting for incentives for elements such as on-field success, attendance and social/digital media buzz and reach.
A few interesting activations within those deals will see ABI producing a yet-unnamed Lakers beer sold exclusively at Staples Center and building a network of Lakers bars for viewing parties. With the Kings, the penalty box will be featured as the “pit of misery” to dovetail with Bud Light’s advertising. Combining ABI’s Lakers and Kings deals with an earlier Dodgers renewal, and other ABI sponsorships with the Rams, Chargers and Angels, shows the importance of the territory.
“We’re showing the significance of the L.A. market to us,” Chueiri said. “You think about what’s coming up there, with a Super Bowl, World Cup games and how influential it is as a Hispanic market, and for the beer market overall, this just shows our commitment there.”
Chueiri said that ABI hopes to have between 20 and 30 sports properties renewed under the new incentive plan by year’s end. When it introduced the concept in April, ABI noted that its 90 or so U.S. team and league sports sponsorships all expire by the end of 2021. The brewer hopes to have completely overhauled its sponsorship model by then.
“We’re moving in a direction where we will be less dependent on traditional media and more on experiential, along with social and digital,” Chueiri said.
Campbell Soup is one of several partners that have tapped into the Eagles’ Super Bowl championship.Campbell Soup
■ MORE GREEN: We’re always interested on the impact winning has on sales revenue and were thus intrigued when Brian Napoli, Philadelphia Eagles vice president of corporate partnerships, told us that the Super Bowl champions had their best new business year in memory.
New to the team’s roster of sponsors are Marriott, extending its NFL league rights by adding an Eagles deal, along with Independence Blue Cross, the presenting sponsor of Eagles training camp.
There’s also a growing number of new business-to-business marketers on board: property and casualty insurance provider Philadelphia Insurance; Pond Lehocky Stern Giordano, a law firm specializing in workers’ comp; and Braskem, supporting the team’s sustainability efforts. Larger renewals included Comcast and Verizon.
The Eagles are seeking new sponsors in the affinity payment card, spirits, athletic apparel/footwear, technology and tire categories.
The team’s first NFL title since 1960 has convinced a bevy of food and beverage marketers to plaster the team’s championship logo on packaging, including Campbell Soup, MillerCoors, ABI, Coca-Cola, Snapple, Amoroso’s rolls, Mano’s Wine and Dunkin’ Donuts.
Terry Lefton can be reached at tlefton@sportsbusinessjournal.com.
