Anheuser-Busch’s Super Bowl LX Strategy Shows the Value of Consistent Brand Activation and What That Means for Your Hospitality Programs
Introduction
Anheuser-Busch is set to be the biggest advertiser during Super Bowl LX, featuring commercials from three of its flagship beer brands: Budweiser, Bud Light, and Michelob Ultra, during the NBC broadcast. The game will serve as a launchpad for new creatives that aim to highlight each brand’s unique positioning and cultural relevance. These ads will also appear across Spanish and streaming broadcasts, as well as in pre- and post-game activations, giving the company wide exposure around one of the most-watched sports events of the year.
High-visibility sponsorships like this aren’t just about capturing attention in one moment; they’re about building ongoing engagement. For organizations managing hospitality and premium access tied to major sponsorships or events, the difference between a memorable experience and a missed opportunity often comes down to how well you execute the engagement behind the scenes.
About the Sponsorship Strategy: How Anheuser-Busch Is Approaching Super Bowl LX
Anheuser-Busch’s plan for Super Bowl LX centers on:
Strategic Creative Launches: Budweiser will lean into its cultural heritage, Michelob Ultra will emphasize America’s competitive spirit, and Bud Light will take a more irreverent tone.
Multi-Platform Reach: All three spots are scheduled to air during the game’s broadcast, Spanish language feed, and streaming platforms — expanding visibility.
Extended Activation: Campaigns will also be supported with retail and out-of-home placements and pre- and post-game marketing opportunities that keep the brand top of mind beyond the four quarters.
By treating the Super Bowl as an activation ecosystem, not just a single moment. Anheuser-Busch is showing how modern sponsorships can connect broad visibility with deeper brand storytelling.
How Concierge Live Helps Turn Sponsorship Access Into Strategic Engagement
When your organization manages premium event access, whether for clients, employees, partners, or prospects, the way you handle requests, approvals, visibility, and engagement data can make or break program impact.
Strategic Requesting & Approvals
Easily upload inventory and collect attendee details so you can control access with clarity and confidence.
Custom User Visibility
Decide what different audiences can see and request, great for segmented hospitality tied to sponsorship activations.
CRM Integration for Unified Insight
Connect ticket usage and guest interaction with CRM systems like Salesforce, so hospitality becomes part of your broader engagement data.
Mobile Access & Flexible Workflows
Enable users and administrators to request, manage, and deliver inventory right from their devices.
Robust Analytics & Reporting
Track usage at the ticket and attendee level with custom and automated reports that help you understand engagement outcomes.
When sponsorship assets become part of intentional engagement strategy, rather than disconnected perks — they drive stronger relationships and measurable business results.
