Bud Light, which is still trying to recover its lost market share, has launched a new promotion that will involve the NFL.
According to FoxBusiness.com, Bud Light will award $3 million in academic scholarships to the families of fallen or disabled first responders.
The first responders and their families will be honored with the help of NFL teams, including ceremonies such as in-game scholarship presentations, this season. The promotion will also include digital signage at games.
Bud Light’s parent company, Anheuser-Busch, has a long association with the nonprofit organization Folds of Honor, which honors first responders.
Students interested in applying for a scholarship can visit foldsofhonor.org, with the application deadline Nov. 26.
Bud Light’s VP of Marketing Todd Allen praised first responders, who perform “selfless acts of heroism with unwavering commitment to their community and country.”
“That’s why Bud Light is proud to come together with the NFL, and its network of teams and communities nationwide, to support Folds of Honor by recognizing the first responders behind these acts and assisting their families who sacrifice so much,” Allen said in the release.
Bud Light sales are still down 25% to 30% seventh months after the company’s promotion involving transgender influencer Dylan Mulvaney. The promotion led to calls for a boycott by many consumers. Many people were also livid after a Bud Light executive was captured on video bashing the brand’s image as “fratty” and “out-of-touch.”
About Arthur Weinstein
Arthur spends his free time traveling around the U.S. to sporting events, state and national parks, and in search of great restaurants off the beaten path.