After 32 Years, Budweiser's Sponsorship Of Team USA Has Gone Flat

RealClear Staff


     Since 1984, Anheuser-Busch InBev (BUD) has been the official-beer sponsor of the US Olympic Committee—no more.

[Budweiser's 2016 Olympics spot | Video: courtesy of Budweiser/AB-InBev]

With Budweiser bowing out of the universal, quadrennial contest, their slot’s open to other, big, suds machines.

“We continually evaluate our sponsorships as our business priorities evolve and we're adjusting our portfolio to reflect those priorities,” Bud VP of Experiential Marketing Eelco van der Noll said in a statement.

To top that tumble the Olympic Committee incurred, after sponsoring the 2012, 2014 and 2016 games, online-broker TD Ameritrade’s tapping out as well.

All this quitting’s connected to the below-average viewership of the 2016 Olympic games in Rio. Folks just aren’t as into international games as they once were—according to the numbers. While NBC has secured its slot to air the Olympics on television through 2032, the broadcasting company noticed the Rio Olympics’ ratings were egregious—25.8 million viewers. That number’s not the greatest when compared to the viewership of London’s 2012 games—31.1 million.

Audience participation plundered most among viewers between the ages of 18 and 49—crucial ages for advertisers seeking direct marketing to the masses.

Probably the biggest hit Team USA’s taking is they won’t be enjoying Budweiser’s ad money anymore—2012 entailed expensive mid-Olympic air time purchased by the beer outfit.



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