Bud Light will be leveraging its first NFL draft as an official sponsor in a big way. The A-B brand is running a "Best Round Ever" consumer contest, which offers a $10 million grand prize to the fan (21 years of age or older) who predicts the first round of the Draft perfectly. Anheuser-Busch’s Bud Light brand entered into a reported six year, $1B+ sponsorship agreement with the National Football League in May of last year, making Bud Light the official beer of the NFL.
"The NFL Draft has become an unofficial holiday for fans – something they begin looking forward to almost as soon as the previous season ends," said Mike Sundet, senior director, Bud Light. "It's also a highly social event, which makes it a perfect fit for Bud Light. Best Round Ever is a great first play with NFL fans, beginning with an opportunity to win $10 million doing what they do already, and extending into many other ways to experience the Draft."
"We are pleased that Bud Light is giving our fans exciting ways to be a part of one of the most highly anticipated events on the NFL calendar," said Keith Turner, the NFL's senior vice president of media sales and sponsorship. "Our fans are the heart and soul of the Draft and the involvement of Bud Light and the Pro Football Hall of Fame will further elevate the experience for some of our most dedicated fans."
Bud Light will also receive sponsorship rights of the second round of the NFL Draft, which will be held on Friday, April 29, in advertising and on point-of-sale materials. Bud Light will leverage the sponsorship to provide one football fan (21 years of age or older) in the New York metropolitan area the opportunity to join a legendary NFL player on stage to announce his or her favorite team's second-round draft pick on primetime television.
Bud Light will promote the contest through significant media on the NFL Network's coverage and through its exclusive presenting sponsorship of ESPN's coverage of all seven rounds of the Draft. A title previously held by competitor, Coors Light.
Between April 1 and April 15, adult fans can also enter the "Bud Light NFL Draft VIP Experience" sweepstakes on Bud Light's official Facebook page.