Fantasy Football, Bud Light & The NFL Season Go Live

Forbes

2 days ago

It is that time of year. I'm entering the period where I have high hopes of winning the Fantasy Football season.
That hope may fade as the injuries pile up and my roster looks like a hot mess. But grilling season, Bud Light and real NFL games will still capture my attention even if 'Reid 'Em and Weep' (my fantasy team fondly named for the KC Chiefs Head Coach) becomes a little less competitive as the weeks roll on.
Let's also be real. For brands that aspire to large audiences and being part of the cultural narrative, the NFL is still king. The most watched live programs are NFL football. Again and again. What's the water cooler conversation at the office? Your fantasy hopes being dashed by another freak catch.
For Todd Allen, SVP of Marketing at Bud Light & Anheuser-Busch, the NFL isn't just a sport—it's a cultural engine that runs 365 days a year. 'We really started delivering epic fan experiences in the 25–26 season starting at the NFL Draft,' Allen said. 'That's where we kicked off our partnership with Bussin' With the Boys. From there, it was Tight End U, the Quarterback docuseries with Peyton Manning, and now we're gearing up for kickoff.'
This isn't your typical seasonal sponsorship. It's a full court, omnichannel blitz. Whether it's live experiences, social content, or streaming partnerships, Bud Light is embedded in the fan's journey. And that, according to Forrester's Mike Proulx, is the kind of emotional alignment brands must pursue to stay culturally relevant. 'Brands that are passive bystanders get left behind,' Proulx shared in our recent chat. 'Relevance requires participation, not just presence.'
Peyton Manning, Parachutes, and Punchlines
In the newly launched TV campaign, Manning jumps out of a plane—literally—for Bud Light. 'We wanted to show the great lengths that people go to for their Bud Light and their teams,' said Allen. The campaign, steeped in classic Bud Light humor, highlights what Allen calls the brand's 'fan-first' filter. It's an entertaining callback to Bud Light's comedic legacy, now repurposed for a younger, digital-savvy audience.
'Peyton is not only a Hall of Famer and Super Bowl champion—he's a Bud Light fan,' Allen emphasized. 'He appeals to our audience and our drinkers.' With support from Omaha Productions and Netflix for Season 2 of Quarterback, Bud Light took it further by producing a comedic short, 'Armchair Quarterback,' spotlighting diehard fandom with exaggerated flair.
Tailgating at Home and in the Stadium
If Kansas City is the capital of tailgating, Bud Light is its national sponsor. 'We've launched our limited edition team cans for 27 partner teams, and this year, fans can win the official tailgate experience brought to you by Bud Light at their own homes,' Allen explained. These events, complete with Traeger grills, Fanatics gear, and immersive branding, bring the game day experience straight to the living room.
It's more than a marketing gimmick. It's what Proulx calls 'brand-as-participant' strategy: embedding a brand so deeply in consumer rituals that the line between lifestyle and loyalty blurs.
Lessons for CMOs: Show Up Where It Counts
Allen offered a blueprint for brand marketers looking to create deeper emotional relevance. 'You've got to be everywhere fans are,' he said. 'Whether it's media—linear, streaming, digital, social—or physical places like bars, stadiums, or homes. Your content can't interrupt. It has to entertain.'
For brands that want to remain culturally important, participation isn't optional. As Proulx noted, 'People align with brands that align with their values and passions. That alignment doesn't come from ads—it comes from actions.'
Bud Light seems to understand this. With its robust NFL presence, a blend of humor, nostalgia, and omnichannel engagement, the brand is writing a new chapter—one where loyalty isn't bought, it's experienced.
From Arrowhead to Everywhere
As the NFL regular season approaches, Bud Light has plans across all 27 partner stadiums—and well beyond.
Whether fans show up in stadium lots, bars, or their backyards, Bud Light is betting big on being there. And that might be the most refreshing thing about their comeback strategy: it's built on showing up, laughing with fans, and celebrating the rituals that make sports so beloved.