Bud Light: The Heinicke deal

Bud Light, the US beer brand, quickly responded to an endorsement opportunity that came at the expense of a competitor, resulting in 159m media impressions and 99% overall positive sentiment.

Situation Analysis

During the 2021 season, Taylor Heinicke, the Washington Football Team's Quarterback (now known as the Washington Commanders), became an American football sensation.

Everyone on social media was talking about his meteoric rise and his unique name—a wide-open opportunity for one beer brand to secure an endorsement deal. But after getting radio silence from 'that other beer brand,' Bud Light—the official beer sponsor of the NFL and a brand to never shy away from some fun—was quick to hijack the moment.

So, how did Bud Light close a sponsorship deal with one of the most promising American Football players,...

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