AB InBev "right-sizes" partnership programs

This event report outlines how Anheuser-Busch InBev, the brewer, is evolving its sponsorship strategy.

AB InBev "right-sizes" partnership programs

Geoffrey PrecourtWarc

As Eelco van der Noll's cab delivered him to LaGuardia Airport for a trip to Chicago – and IEG's 2016 Sponsorship Conference – he passed the New York Mets' Citi Field.

No longer did a massive Budweiser sign – visible not just to fans in the crowd, but to cars passing the stadium – bring a bubble of brand pride to Anheuser-Busch InBev's Vice President/Experiential Marketing.

Instead, he told the IEG audience later that same day, the missing message reminded him of a new direction for its sponsorship programs: "With the...

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