ABInbev to Cut Olympic Spending by Half
April 30th, 2009 by WY Daily Staff
Anheuser-Busch InBev told General Electric Co.’s NBC that it plans to spend about half as much on its coming Olympic advertising package as it did on the previous one, according to a media report, but overall ad spending this year is up.
The brewer won’t seek to be the exclusive beer advertiser on NBC’s broadcast of next year’s Vancouver winter games or the 2012 London games, The Wall Street Journal reported citing a person familiar with the matter.
“For competitive reasons, we will not comment on the details of these discussions,” A-B President Dave Peacock said in a statement. “We are in negotiations, with no final decision made at this time. Anheuser-Busch Inc. continues to invest in sports sponsorships, which includes a four-year renewal of the United States Olympic Committee and its teams through 2012.”
A-B plans to spend more on sports advertising overall this year compared to last year and plans to sponsor soccer’s World Cup in 2010.
Keith Levy, vice president of marketing for Anheuser-Busch, told the Business Journal earlier this month that the company’s sports ad spending will be slightly larger in 2009 compared to 2008 but declined to provide a dollar amount. The overall marketing budget for 2009 is about flat with that of 2008.
A-B said it was too early to tell how the brewer’s sports ad spending in 2010 will stack up to previous years. But A-B did sign agreements to sponsor the 2010 and 2014 World Cup games.
Anheuser-Busch topped all sports ad spenders again in 2008 with more than $277 million, up 27 percent during the Olympic year.
Earlier this month, the brewer announced a new two-year deal to renew Bud Light as the official beer sponsor of Major League Lacrosse.
Last month, A-B said it would end its sponsorship as the official beer of the National Hot Rod Association after the 2009 season.
St. Louis-based Anheuser-Busch is a subsidiary of Belgium-based Anheuser-Busch InBev.