How Gatorade & Anheuser-Busch Prove Why Event Access Should Be a Strategic Asset for Your Company

Introduction

The recent study highlighted in Sports Business Journal found that Gatorade and Anheuser-Busch scored highest for fan recognition among NBA sponsors, with 59% of fans aged 45-64 identifying Gatorade and 39% of fans 65+ recognizing Anheuser-Busch as an NBA partner.
These statistics underline something powerful: when you align your brand with the right event access, your visibility, credibility and ability to drive engagement skyrocket.
But for companies leveraging tickets and hospitality as tools for employee engagement, client entertainment, prospect outreach or charitable impact, it isn’t just about aligning with big brands, it’s about managing those assets smartly so they generate real business value.

Key Insights from the Study

• Recognition means relevance — Long-standing sponsorships like Gatorade’s in the NBA show that time + consistent activation build brand memory.

• Visibility across segments — Awareness varied by age group, showing how different segments may respond differently to access and activations.

• Hospitality is more than access — For sponsors this means creating memorable experiences; for companies distributing hospitality assets internally, this means converting access into business or cultural outcomes.

How Concierge Live Helps You Turn Event Access into Strategic Value

When your company holds tickets or hospitality experiences, they can become far more than perks, they become strategic assets. Concierge Live enables this through:

• Employee Recognition & Reward Ecosystem
  We make it seamless to allocate premium event access as part of your employee recognition strategy-linking seats and experiences directly to your performance, culture or recognition programs.

• Client & Prospect Engagement Workflows
  Events tied to strong brands (like Gatorade/NBA) can make an impression on clients or prospects. Concierge Live helps you manage requests, approvals, post-event and ROI for those interactions, so you learn which experiences drive repeat business or conversions.

• Charity & Community Activation Transparency
  When tickets are donated or used for charitable outreach, you need full visibility. Our system tracks guest types, value, and outcomes to ensure your giving programs are measurable, fair and audit-ready.

Conclusion

Gatorade and Anheuser-Busch aren’t just sponsors, they’re built into the fan consciousness through decades of strategic alignment and recognition.
For your organization, event access offers a similar potential: when used intentionally, distributed thoughtfully, and managed with insight, it becomes a powerful tool for culture, relationship building, business growth and community impact. With Concierge Live, you don’t just hold the tickets, you manage the strategy behind them.