With Super Bowl LX approaching, Bud Light is leaning into celebration mode by dropping hundreds of kegs at Gillette Stadium and Lumen Field, putting beer money and Super Bowl tickets on the line for New England Patriots and Seattle Seahawks fans.
Following the teams’ AFC and NFC Championship victories, the Official Beer Sponsor of the NFL launched its “City of Kegs” activation, inviting fans 21 and over to their home stadiums for a chance to win a keg’s worth of beer or a grand prize of two tickets to Super Bowl LX in the San Francisco Bay Area.
Throughout the weekend, Patriots fans in Foxborough and Seahawks fans in Seattle were invited to visit their respective stadiums and select from hundreds of Bud Light kegs. In addition to the ticket giveaway, the activation set the stage for an even bigger payoff. The Super Bowl LX champion will go on to tap the kegs during the victory parade, igniting a citywide celebration for fans 21 and over.
As part of the parade festivities, Bud Light and a team legend from the winning city will continue tapping kegs along the parade route, ensuring fans are stocked with Bud Light as they toast their championship run.
Fans outside of Foxborough and Seattle were not left out. Bud Light also rolled out a nationwide promotion offering fans 21 and over $60 off a Bud Light keg or $10 off a pitcher or bucket at participating bars through Super Bowl LX. The offers are available by scanning a designated QR code at the point of purchase.
Todd Allen, Senior Vice President of Marketing for Bud Light, said the brand wanted to celebrate the teams’ Super Bowl runs in a way that felt unmistakably Bud Light. “As the Official Beer Sponsor of the NFL, we’re celebrating the New England Patriots and Seattle Seahawks’ Super Bowl runs in a way that only Bud Light can: by dropping hundreds of kegs and giving fans unparalleled access to Super Bowl LX. Bud Light kegs are going to be everywhere this Super Bowl season, from being one of the stars of our upcoming Super Bowl commercial to Super Bowl parties across America with our national keg promotion. It was only right we also placed the keg at the center of the celebration for fans of these two teams as they continue their Super Bowl runs.”
The City of Kegs activation is directly tied to Bud Light’s upcoming Super Bowl LX commercial, which centers on the keg as a fixture of any great Super Bowl party. Earlier this month, Anheuser-Busch confirmed the brand will debut a new Big Game spot celebrating that theme. Bud Light has already released teaser clips titled “Cheffin” and “Bride,” with the full commercial set to air during Super Bowl LX.
Additional event details, including stadium entry locations and check-in times, were shared via the team and Bud Light social channels, and fans were required to register in advance to participate.
As Super Bowl LX draws closer, Bud Light is positioning the keg not just as a party staple, but as the centerpiece of its entire Big Game campaign, spanning stadium activations, national promotions, parade celebrations, and its upcoming Super Bowl commercial.
For more Super Bowl coverage, click here.
REELated:
Pepsi teases Super Bowl LX spot with Polar Bear and Taste Test
