Dive Brief:
- Anheuser-Busch extended its partnership with Major League Baseball through 2032 and added non-exclusive advertising rights for ready-to-drink cocktail products Cutwater and NÜTRL Vodka Seltzer, according to a press release.
- The deal includes MLB.TV integrations, new digital media platforms, exposure at special events such as All-Star Week, a World Baseball Classic partnership and the collective use of athletes and player endorsements.
- The extension comes as MLB passed $2 billion in sponsorships for the first time in 2025. The inclusion of ready-to-drink and canned cocktails reflects changing consumer tastes, along with AB InBev’s increased emphasis on its Beyond Beer portfolio.
Dive Insight:
Anheuser-Busch is expanding its nearly 50-year-old partnership with MLB while widening its scope to include RTD products. While sports has been a focus of the brewer for decades, recent efforts to improve brand performance across portfolios, along with increased efforts in nonalcoholic options and beer alternatives, has league and team sponsorships at the forefront of the company’s marketing efforts.
As part of the agreement, Anheuser-Busch will remain the Official American Beer Sponsor of the league, as well as becoming its Official Vodka and Tequila Canned Cocktail Sponsor.
Under the extension, Anheuser-Busch will have its brand portfolio highlighted during the first and second innings of MLB.TV’s Thursday, Friday and Saturday streams, exposure at MLB Jewel Events and other league-owned special events, as well as the promotion of Budweiser initiatives across MLB’s digital platforms.
In addition to the overall league sponsorship, Anheuser-Busch sponsors 17 MLB clubs.
“This extended partnership unlocks the power of our portfolio as we expand our marketing efforts to include our fast-growing RTD spirits portfolio alongside Budweiser, a brand synonymous with Major League Baseball,” said Kyle Norrington, chief commercial officer at Anheuser-Busch, in a statement.
The pro baseball league has seen other sponsorship additions in recent months. In February, Mountain Dew Baja Blast, a PepsiCo brand, was announced as MLB’s first soda partner in six years.
AB InBev, Anheuser-Busch’s parent, grew revenue 4.8% year over over to $15.56 billion in Q4 2025. Across the full year, the company saw revenue of its Beyond Beer portfolio increase 23% while revenue from its nonalcoholic beer portfolio grew 34%.
