“Budweiser renews partnership and remains the official beer of the NFL in Brazil in 2025”
Caderno Pop reports:
“In the month when beer takes centre stage, Budweiser announced that it will continue to be the official beer of the NFL in Brazil in 2025. For the second consecutive year, Ambev’s global brand reinforces its presence in the sporting world, celebrating the Brazilian public’s passion for American football and strengthening its connection with fans of the sport.”
Assessment
Budweiser’s renewal as the official beer of the NFL in Brazil for 2025 is a stark reminder of how Big Alcohol leverages sports sponsorship to normalise consumption and build loyalty – especially among young and impressionable audiences. By tying Budweiser – owned by Ambev, part of AB InBev – to the rising popularity of American football in Brazil, the company is embedding alcohol in a beloved cultural pastime and aggressively promoting their product and brand.
For alcohol policy advocates, this presents a critical moment to criticise the NFL for taking money from the alcohol industry and allowing the insidious influence of alcohol marketing to reach children, youth, and other vulnerable communities.
The bigger picture is that such deals highlight the need for the government to step in and act on its child rights and human rights responsibility to protect the population from alcohol. As such, alcohol policy advocates have an opportunity to shape the public discourse by explaining the purpose and harmful consequences of alcohol sports sponsorship and to make the case for government action.
Movendi International offers a compelling resource: the Special Feature: “Alcohol Marketing in Sports, How Big Alcohol Uses Sports to Reach Youth and Drive Product Sales” provides compelling evidence on how alcohol sponsorships and advertising blur the lines between health, fandom, and consumption.