An Inside Look at A-B's Incentive-Based Sponsorship Model

May 23, 2019

Anheuser-Busch is a leading beer brand with a dominant presence in sports and sponsorships. In 2018, the company rolled out a new sponsorship model built on incentives for performance. The model is designed to maximize the value of sponsorships and deliver against stated marketing objectives. In this session, A-B's Nick Kelly will take us behind the scenes of this ambitious approach and share successes to date as well as lessons learned.