Free Beer - the most powerful offer on Earth.

Bud Light and the NFL are long-time partners - but no one is a fan of the NFL (sorry Rob Lowe), we’re fans of the teams we root for every Sunday. So shouldn’t sports marketing amplify the ways real fans think, talk, and feel about their favorite teams?

In August before the 2017-18 NFL season, Lane Johnson, a relatively unknown Offensive Lineman on the Philadelphia Eagles made local headlines when he promised the whole city of Philly free beer when the Eagles won the Super Bowl. It was a safe bet for him to make…at the time, Vegas gave them 50-1 odds to do so.

I saw this interview generating conversation, and knew it was the perfect bet for Bud Light to win over the notoriously cantankerous Eagles fandom - so we tweeted at Lane that if the Eagles won, the beer was on us.

What happened next was truly shocking. The Eagles were good. They made the playoffs. Philly started to get excited, and all of a sudden they were huge underdogs in the biggest football game in Philadelphia history. When they won using a trick play called Philly Philly, alluding to at the time viral Bud Light ad campaign Dilly Dilly, it was time to make good on our bet.

And with 800m media impressions, 2 million free beers given out, an entire city chanting “Free Bud Light!”, and a 20% sales lift in the area, it’s a bet Bud Light would love to make again!