Turning a Traditional Business Meeting into A Super Bowl Watch Party

By ITC, Senior Account Director, CPG / 08.23.2016

Creating a more impactful event before the Big Game

Anheuser-Busch Inbev (ABI) and Bud Light are the official beer sponsors of the NFL and Super Bowl. Every year ABI invites exclusive retail accounts to enjoy the Super Bowl experience, including a brief meeting to discuss business before the Big Game. In past years this has been a fairly traditional format, but for SB 50, we elevated the experience so that retailers could connect on a deeper level.

The Gameplan
We created an atmosphere for attendees that felt like an exciting Super Bowl watch party, showcasing an overall sales strategy and highlighting 50 years of retailer partnership with ABI

Football Formation: The overall show was divided into four quarters and a halftime show. This structure helped break up the presentation with fun intermissions to keep the audience’s attention and make information more palatable.

Official Review: Quarters were further broken up by “downs” where brand ambassadors dressed in referee apparel served attendees samples of ABI’s newest products to hit the market. This interactive element not only helped educate the audience about the new brands and liquid flavor profile to be distributed in their accounts, but also increased engagement by making attendees active participants in the show.

Commercial Kickoff: The “extra point” was the big Super Bowl Spot Reveal. Retailers received a sneak peek of all of the brewer’s commercials running during the Big Game, which served as a nice conclusion to the experience, leaving the audience on a high note.


The theming and format helped make what was historically a more traditional meeting into an experience that was much more memorable and meaningful.

For more information about sponsorship activations and unique business meeting environments, talk to us about planning your next event.
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