Bud Light celebrates the Super Bowl with MatchPint partnership

2nd February 2018

Bud Light, the newest addition to AB InBev's varied portfolio, has announced that it will link up with MatchPint to support the UK on-trade on the 4th February - the evening of the Super Bowl.

MatchPint gets customers out of their homes and into their local pubs via its free app for sports fans. During the Super Bowl consumers will have the added incentive of visiting Bud Light pubs, where they will receive exclusive offers - patrons who arrive up to two hours before the game are entitled to a free pint of Bud Light when they check in on the MatchPint app.

Five lucky patrons in each pub will also be rewarded with Bud Light merchandise, if they stay until the end of the second quarter.

The Super Bowl is a peak time for viewership in the UK, worth an incremental £1,130 to pubs that show it[i]; sales during the 2015 Super Bowl increased 39% compared to Sundays throughout the rest of the year[ii].

The partnership is designed to support Bud Light pubs and boost sales on 4th February, by attracting American football fans, increasing dwell time, driving rate of sale and securing return visits. Across three national customer trials since 2016, MatchPint has generated an additional 5% like-for-like sales growth during sports events.

The app uses geotargeting to direct users to nearby pubs showing sport, with personalised messages and offers. Fans can then unlock a series of possible offers once at the bar. Andre Amaral, Marketing Manager, Bud Light, commented: "We are committed to helping our on-trade customers to boost sales.

Bud Light is synonymous with the NFL, and with the Super Bowl being the ultimate NFL occasion, it's an opportunity for us to, authentically, help publicans and bar owners take full advantage. Our partnership with MatchPint will not only help maximise sales during Super Bowl, but aims to drive repeat visits throughout the year."

Dom Collingwood, Co-founder, MatchPint, added: "Plenty of big brands fall back on eyeballs and share of voice when evaluating the strength of their activity. But what does that actually mean for trade? Does it matter if there is no translation into key customer metrics like footfall and rate of sale?

"It's great to see Bud Light leaning into customer needs and using MatchPint to drive footfall into stockists (regardless of what drink the consumer buys) and getting fans to stay longer either side of the game. We hope it reflects a willingness on Bud Light and the wider ABI business' part to support the trade throughout a full calendar of sporting activity in 2018."

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