Thursday, May 17th, 2012
Anheuser-Busch, one of the biggest advertisers in the United States, is the lead sponsor of the Bud Light Hard Bat Ping Pong tournament, which began last month.
The brewery is backing Robert Friedman, president of media and entertainment for commercial production company @Radical Media, along with other major partners who believe that ping pong will be an emerging trend.
?This is about the residual goodwill we all feel for the better times we grew up with,? said Friedman. ?This conjures up family.?
As the deal was being developed, Anheuser-Busch has pulled out on some of its sponsorship relationships with several sports personalities and franchises. With the recession at hand, sponsorships of mainstream teams and personalities are becoming more expensive. That?s why Anheuser-Busch is targeting brand-building campaigns which are attached to major events and teams.
The Bud Light Hard Bat Ping Pong tournament will reach drinkers at the grass roots level and at the same time emphasize on the fun angle of the brand.
?Bud Light has always been a fun brand,? said Keith Levy, VP of marketing for Anheuser-Busch. ?This fits in with what we’ve done with it in the past.?
