Brand Engagement, Brands & Sponsorship, Partnerships, Sponsorship, Sport Business, Sports Marketing | Sep 7, 2018
AB InBev's VP of Consumer Connections on the rationale behind the change in the company's sports sponsorship model.

This year, Anheuser-Busch decided to change their sports sponsorship model built on incentives for performance on the field, pitch or court, as well as off of it. Joao Chueiri, Vice-President, Consumer Connections, AB InBev, details how the company’s partnerships are set to change and how rights holders can take advantage of the changing trends.

Chueiri joined Anheuser-Busch three years ago from Nike, and in that time, he’s had three different roles. In April 2018, he was named Vice President of Consumer Connections at Anheuser-Busch InBev, where he oversees media, digital, sponsorships, events and the company’s work to promote the beer category at large. His remit focuses on connecting the organisation’s brands with people in innovative and relevant ways and on raising the bar within the marketing industry.

Anheuser-Busch has been the dominant beer company in the US for half a century, with market share recently at 45%. The company has used its sports sponsorships to raise awareness and promote brands like Budweiser, Bud Light, Busch and Michelob, spending an estimated $350 million on US sponsorships in 2016, according to consultancy ESP Properties.



In this short interview, recorded backstage after speaking at The Sport Business Summit in New York in May 2018, Chueri explains the role sports plays in the marketing mix for AB InBev, reveals the rationale behind the change in the company’s sports sponsorship model, and, with that, how the organisation plans to make the transition from an awareness-based approach to a more meaningful one.



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