Budweiser has a reputation challenge in Ireland.
• Lacking relevance with 18- to 34-year-olds
• Failing to win over publicans and was losing market share to other similar lagers who had invested more heavily in their brands in recent years.
• Poor mental availability in consumers – Insights highlighted poor product quality perceptions that were driven by reputation rather than trial.
Sponsorship of a property that appealed to the target audience, engaged with publicans, provided an opportunity to create engaging content and enhanced the aspirational and inspirational qualities of the brand was charged with addressing these significant brand challenges.
Budweiser has pedigree sponsoring American Football in the USA, rather than trying to compete with its main competitors in Ireland who were claiming Irish roots, Budweiser decided to lean into their American heritage and seek a partnership in American sports that would make them stand out from the crowd.
In 2022, Budweiser became the Official Beer Partner of the College Football Classic, a unique event in Dublin which sees the first game of the NCAA season played in Ireland.
Budweiser used this to:
• Engage with Publicans
• Drive trial and counter poor taste perception
• Shout about their brand, recruit and engage the target audience through social
• Drive sustained media coverage
• Drive revenue
Just two years later, Budweiser has seen a significant increase in awareness, purchase intent, consumer interest and buzz around Budweiser online, in the media, and in on-trade venues as a result of the sponsorship.
