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Anheuser-Busch Ready to Play New Sponsorship Game

There’s an innovative new sports sponsorship model in town that promises to shake up the industry, courtesy of beer giant Anheuser-Busch. Based on incentives tied to the performances of team and league partners, as well as on consumer behavior, the new “pay for performance” model aims to address marketing challenges, including the impact of flagging live attendance and falling television ratings, resulting from the changing ways fans watch sports in the age of social media.

This article explores the global beverage company’s program tying sponsorship dollars to team and league performance and to fan engagement.