“Decades of understanding, engagement, and involvement within the sports community” has generated enough information and insight for Anheuser-Busch InBev to develop a reliable formula to measure the return on investment (ROI) from its sports-focused marketing.
“Certain things are still working for us and always will,” boasted Nick Kelly, the brewer’s head/US sports marketing. And he offered to share the elements of success with delegates at the 2018 IEG Sponsorship Conference – not because of a spark of generosity, but simply “because you can’t game the system where ROI is concerned.
“My job within AB InBev is to basically lead consumer...