Bud Light‘s rivals are making forays into football sponsorships this season, seeking to score with sports fans everywhere.
While Anheuser-Busch, Bud Light’s owner, has a partnership with the National Football League, the beer company’s competition is seeking to win over customers through other football outlets. Miller Lite, owned by Molson Coors, will be expanding its lead sponsorship of fantasy football, as ESPN’s fantasy football app was used by over 11 million people last season, according to a report.
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“Fans are engaged in fantasy football seven days a week,” said James Nanney, senior marketing manager for Miller Lite. “Whether they’re setting a lineup, checking stats, or ribbing their buddies over text, we want them to have a Miller Lite nearby.”
Additionally, Coors Light, also owned by Molson Coors, will focus on college football and will feature a new program titled “Nothing Like Gameday” that celebrates college football culture. Viewers will be able to partake in competitions to win rewards and merchandise, one of which will be a “Chill Throne,” which can also be purchased for $750.
The move by Molson Coors to capitalize on non-NFL football areas comes after Anheuser-Busch, the owner of Bud Light and several other beer brands, reported a nearly $400 million loss in the second quarter of this year. The loss has been linked to a boycott of the company following a partnership between Bud Light and transgender activist Dylan Mulvaney.
Amid Anheuser-Busch’s financial woes, the company opted to sell eight of its labels in August to Tilray Brands, a cannabis company based in New York City. The acquisition makes Tilray Brands the fifth-largest craft beer business in the United States, up from its former position of ninth.
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Billy Busch, the heir of Anheuser-Busch, stated earlier this month he would be the first to buy back Bud Light should the beer’s parent company ever want to sell it. Busch stated it was disheartening to watch the beer brand, which was so much a part of his childhood, lose its legacy of valuing its customers and employees.
“We’ve always cared very, very much about the people in America,” Busch said. “What made this company great was America, of course.”
