AB InBev "right-sizes" partnership programs
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...