BUDWEISER SPORTS & ENTERTAINMENT
Budweiser Sports & Entertainment
The Budweiser Made in America Festival, founded in 2012, was a calculated risk to create a branded experience around music — albeit curated and headlined by Jay Z, who proved to be a big draw. Not only did the first year sell $5 million worth of tickets, but it provided a model for a music program that’s being adapted for 85 countries under the tag line “Made for Music.” Camilo Durana leads a global team at Anheuser-Busch that has already partnered with Jay Z and Rihanna for global ad campaigns, and a program that helps position Budweiser as a premium lager in developing territories like Brazil and China. “Both Rihanna and Jay Z have incredible stories that click perfectly with what Budweiser stands for, which is giving their best every day to pursue their dreams,” Durana told Billboard last July. “Their stories kind of amplified our point of view as a brand, which is why Jay and Rihanna were amazing artists to work with in this campaign.” Also in 2014, look for A-B InBev brands to embrace EDM, as part of a global sponsorship deal with SFX that’s expected to highlight Crown Imports brand Corona.