At the very beginning of the NFL players’ National Anthem “revolt” in mid-September, Anheuser-Busch–once a multi-generation family-owned American business, but now owned by an international conglomerate based in Belgium–posted a short statement voicing their concerns, considering the company’s long-standing partnership with the NFL as one of their largest advertisers.
The original statement reads, in full:
We are disappointed and increasingly concerned by the recent incidents that have overshadowed this NFL season. We are not yet satisfied with the league’s handling of behaviors that so clearly go against our own company culture and moral code. We have shared our concerns and expectations with the league.
The updated company response, as of Tuesday afternoon, now includes the following statement, suggesting that their dissatisfaction with the NFL protests has not yet reached the stage that would cause the company to withdraw its lucrative sponsorship:
We have many long-term sports partnerships, including our NFL sponsorship, and while we may not agree on everything, we still believe in the power of sport to bring people together and overcome their differences. We have no plans to end our NFL sponsorship. (emphasis added)
The company’s latest statement, however, may not be the last word on the question of continued sponsorship of the NFL.
The impact on the Anheuser-Busch-InBev company and the Budweiser brand has been so significant that the main number for Anheuser-Busch in St. Louis now includes a “press one” option dedicated to fielding calls about the NFL controversy.
As of this writing, a caller who dials 800-342-5283 is greeted with the bright voice of a young woman informing them they have reached Anheuser-Busch headquarters in St. Louis. She goes on to say:
If you are calling with questions or comments about Anheuser-Busch’s sponsorship of the NFL, press one.
Upon pressing ‘one,’ the recorded message thanks the caller and then states the company’s dedication to America’s values and support of the country’s military and veterans:
At Anheuser-Busch we have a long heritage of supporting the nation’s armed forces, veterans and military dependents. The national anthem is a point of pride for our company and for the 1,100 veterans that we employ. Please feel free to share your feedback after the tone.
The Tennessee Star reached out to the Anheuser-Busch media relations team to ask about the specific impact the NFL – and their support of them with their continued advertising and sponsorship by their brand ‘Bud Light’ as the NFL’s “Official Beer Sponsor.”
Specifically, referring to their initial statement, we asked if Anheuser-Busch’s concerns over the league’s handling of “behaviors that go against the company’s culture and moral code” have been met – and if not, how long will the evaluation process last before the company decides to make a change, and what might that change look like?
We also asked the company to share with us the quantity and character of the calls they have received.
They declined answering any our the questions directly, and instead, replied incorporating their updated statement on the matter:
Your question touches on complex issues that require in-depth discussions and nuanced debate, and I am not going to comment specifically on each one.
What I can say is that at Anheuser-Busch we have a long heritage of supporting the institutions and values that have made America so strong. That includes our armed forces and the national anthem as well as diversity, equality and freedom of speech. We proudly employ over 1,100 military veterans and we work every day to create an inclusive environment for all of our employees. Because only together can we achieve our dream of bringing people together for a better world.
We have many long-term sports partnerships, including our NFL sponsorship, and while we may not agree on everything, we still believe in the power of sport to bring people together and overcome their differences. We have no plans to end our NFL sponsorship.
