AB InBev reveals its formula for sports marketing ROI

Anheuser-Busch InBev, the brewer, has developed a bespoke formula for measuring the return on investment (ROI) generated by its sponsorship programs.

“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...

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