To kick off the NFL and college football seasons, Bud Light celebrates the passion fans bring to the game.
The Anheuser-Busch InBev brand’s latest campaign brings back its longtime partner Peyton Manning and its limited-edition NFL team cans.
Fan loyalty reaches epic heights in “Parachute,” created by Anomaly New York. Hall of Fame quarterback Manning parachutes into a stadium as a member of the NFL airman brigade. But when he sees an ice-cold Bud Light, he calls out his famous “Omaha” audible and changes course towards the beer.
He smashes into what is actually a brand billboard as a voiceover says, “Anything for Bud Light.”
The ad will run in 30- and 15-second formats during the NFL season.
“This campaign builds on the fundamentals that are at the core of our brand–first and foremost, putting fans at the center,” said Todd Allen, senior vice-president of marketing for Bud Light. “Showcasing what excites and rallies our fans is always our top priority.”
This marks Manning’s sixth campaign with Bud Light. Manning “is a genuine fan of Bud Light and perfectly matches our energy and sense of humor,” Allen added.
Bringing the game to fans
The campaign includes the return of Bud Light’s NFL team cans, giving fans a chance to embrace their team–literally. The cans feature the logos and colors of 27 sponsored teams, as well as QR codes that give fans access to exclusive content and experiences.
Bud Light is also launching a “Bring Home the Official Tailgate” program, in which people can enter to win a tailgate experience, including a Traeger grill and a TV delivered to their backyard.
“This year, we are meeting fans where they are and showing up big for them,” Allen said.
As the season continues, Bud Light plans to introduce new partners like NFL players George Kittle and Baker Mayfield.
Return to its roots
AB InBev reported its Q2 2025 revenue rose 3% to $15 billion, slightly missing Wall Street expectations. The miss was attributed to soft demand in China and Brazil.
Bud Light has been trying to recover from a sales hit after its controversial 2023 partnership with transgender influencer Dylan Mulvaney, which led to a boycott of the brand and cost AB InBev $1.4 billion in sales.
Now, having entered a new era of marketing, Bud Light is staying focused on its core demographic.
The NFL campaign follows its Super Bowl 59 ad, “Big Men on the Cul-de-Sac,” which featured Manning, musician Post Malone, and comedian Shane Gillis helping to liven up a “lame” backyard party.
“After nearly three decades of delivering epic fan experiences, we know it’s critical to show up and elevate the fan experience everywhere NFL fans are—and our plan is designed to do just that,” said Allen.
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