I cover the business of sports, with focus on university sports, sport sponsorship, facilities and travel.

You are watching: Cowboys bud light can 2016


Bud light brought ago its team-specific can be ~ this season for each of the 28 teams with which ithas separation, personal, instance partnerships, however this year itwasn"t satisfied with simply creating cans for most that the league.Instead, Bud light executives recipe a brand-new plan for this season: leverage its status as the main beer of the NFL in stimulate to produce cans for every 32 groups - i m sorry would encompass the Cowboys, Packers, Bears and Vikings, that each have actually local deals with other imminent companies.


Anna Rogers, Anheuser-Busch"sdirector that NFL Partnerships and Strategy, says the idea started percolating last fall, yet it wasn"t till April that this year that it started to take yes, really take shape.


"It was a conversation the league wasn"t yes, really comfortable through at first," said Rogers.

The idea was that since Bud Light was the official beer that the NFL it could use every one of the teams" marks, together with the NFL"s marks, collectively. Bud light wouldn"t have the ability to sell cans individually because that the 4 teams who havetheir own neighborhood deals, however it could sell a collective pack with all 32 teams - plus four NFL-branded can be ~ to produce a 36-pack.

"It was definitely a last minute undertaking in the world of packaging," said Rogers. "And it to be a new way to watch at being an official league sponsor."

Rogers says this season was basically a pilot to check the idea. Much less than 100,000 situations of the fill were ultimately released.

"Consumers room loving them," stated Rogers, "and the social emotion is positive."


Beer through your team top top it. #MyTeamCan pic.twitter.com/hL10BxH8Jf

— Bud light (
budlight) respectable 1, 2016

The novelty and also rarity the the 36-pack wasn"t lost on fans. "Buy the Now" prices on eBay are over $100, with some draw close $200.

If girlfriend didn"t obtain your 36-pack this season though, don"t worry.

"It"s something we"re yes, really excited about and hope to scale for following season," stated Rogers.

Each instance has to be hand-packed, making that far more labor intensive than traditional packaging. Raising logistical assistance in stimulate to scale the offering next season is other Bud light is currently working to put in place.

In addition to the brand-new collectible 36-pack, Bud Light likewise rolled out "coolies" because that the 28 NFL groups with i beg your pardon it right now has local deals.

"Originally, it to be a television an innovative idea that we had," stated Rogers. "No matter where girlfriend are, you have the right to turn a continuous Bud Light can into a team can."

"Once we experienced it, a light went off – this isn’t just something we’re advertise on tv together a concept, us should deliver it come our fans."

Rogers stated they worked with the NFL to come up with a product that was premium enough to acquire the league"s stamp of approval. And I can personally attest that these aren"t just any type of foam sleeve for your beer. I received several samples from Bud Light and also they were few of the thickest and highest high quality I"ve ever had in mine hands.

Based on my conversation with Rogers, I would say this is simply the start of what will certainly be developed as component of Bud Light"s partnership v the NFL.

"We’re reasoning much an ext intelligently around what it method to it is in a organization partner and pushing the organization to it is in a bit much more progressive and willing to take threats with us," stated Rogers.

And if this year"s foray into the collectible 36-pack is any type of indication, fans have actually plenty the appetite for an ext co-branded products.

See more: How Many Subsets With An Odd Number Of Elements Does A Set With 10 Elements Have?


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I am an attorney, the founder that BusinessofCollegeSports.com and formerly served as ESPN"s sports organization reporter. I"m the host of The company of College sporting activities Podcast and author that "Saturday Millionaires: exactly how Winning Football build Winning Colleges" (Wiley/Turner, 2013). After ~ practicing regulation for 4 years, and contributing to thedesigningfairy.com and also Comcast sports Southeast as a sports company analyst, i joined ESPN in 2011 for two years together a sports company reporter. I have a Bachelor of art in national politics from Oglethorpe University and also a Juris doctor (J.D.) from college of Florida Levin college of Law. Follow me ~ above Twitter:
SportsBizMiss.