The Beer Behind Sports

Every beer company can sponsor sports championships. But only Budweiser has a true relationship with great legends of sports. Big stars like Michael Jordan, David Beckham and Antoine Griezmann have chosen Budweiser, regardless of sponsorship deals.

To help Budweiser prove it, Africa had the idea to get sports fans to organically search for tags on Google that resulted in pictures where Bud was the beer of choice of many sports legends. Budweiser posters and billboards were placed close to bars, stadiums, and even the playing fields, inviting people to Google the tag words and discover that legends of sports choose Bud.

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