Ready for Longhorn-branded Bud Lights? Texas signs marketing deal with Anheuser-Busch
In 2015, a yearlong power struggle inside the University of Texas administration finally ended and beer started flowing at Royal-Memorial Stadium. Now UT prefers Longhorns fans drink Bud Light.
Anheuser-Busch, one of the nation’s largest brewers, announced Thursday that it will become the “exclusive domestic and craft beer sponsor” of Texas athletics, the Texas Exes alumni association and the AT&T Red River Showdown game against rival Oklahoma.
The university has signed a five-year marketing and advertising agreement with Anheuser-Busch and Austin-based Brown Distributing. Financial terms were not disclosed. UT signed a similar marketing agreement in 2017 with Constellation Brands, the makers of Corona, the nation’s top imported beer.
Bud Light will release UT-branded packaging in 16-ounce aluminum bottles and 12-ounce cans in the state of Texas starting Sept. 1.
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In a statement, Texas athletic director Chris Del Conte said the school was “grateful for the commitment” from both Anheuser-Busch and Brown Distributing, a company that has supported UT athletics for decades.
“They’re just a fantastic group of folks who are awesome to work with and will absolutely share our devotion to our great Texas fans everywhere,” Del Conte said. “We’re so excited to welcome Anheuser-Busch to Longhorn Nation as an official sponsor.”
Alcohol sales at UT athletic events seems commonplace now, but it wasn’t that long ago the stadiums were dry.
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In 2014, new UT athletic director Steve Patterson charted a course to bring alcohol sales into UT venues. At the time, it was still taboo to even think about selling beer at college sporting events with underage drinking a possibility on campus. But schools needed new revenue streams, and selling beer seemed like a no-brainer — at least to Patterson.
The late UT President Bill Powers supported the idea, but regents were stunned that Patterson laid so much groundwork without their knowledge. There was reluctance and grumbling, but the first $8 beer was served at a UT softball doubleheader Feb. 28, 2014.
Beer sales were approved for the spring semester as something of a test run. But in July 2014, outgoing UT Chancellor Francisco Cigarroa refused to allow beer sales in Royal-Memorial Stadium for the upcoming season. “Not going there,” Cigarroa told the American-Statesman at the time, catching just about everybody off guard, including those in the UT Tower.
The move was widely seen internally as a direct shot at Patterson, who was fired that September.
In June 2015, new university President Gregory L. Fenves, along with new UT Chancellor Bill McRaven, gave the final green light for beer sales at UT football games.
“I think it enhances the fan experience and makes coming to a Longhorn football game more attractive for individuals who want to enjoy the game and have a glass a beer while they’re at it,” Fenves said after the approval.
Texas athletics registered $1.8 million in beer and wine sales during the 2015 season. Bad weather and a bad team hampered the final totals.
In 2016, final sales figures for football season shot up to $3.1 million. Texas fans bought 98,535 Miller Lites at UT's six home games, according to university data. Coors Light was second with 95,096, and Bud Light was a distant third with 34,257 sold.
That third-place finish undoubtedly stung for J. Dan Brown, who founded Brown Distributing in 1962 at age 27. The longtime UT fan started with three trucks and four employees, according to the company’s website.
Today, Brown Distributing is the exclusive Anheuser-Busch wholesaler throughout Central Texas. Anheuser-Busch’s Houston brewery makes 87% of all Bud Lights sold in Texas. Brown is also one of the eight major sponsors of Texas' new Moody Center basketball arena and concert venue.
“Having been the Anheuser-Busch distributor in Austin for 60 years, we know firsthand the incredible passion that Texans have for their home teams,” Brown Distributing Vice President Laurie Brown said in a statement. “We can’t wait to help make the game day experience a little sweeter for 21 (and older) fans.”
Fast forward to today, and domestic and craft beers make up a huge part of the gameday and pregame experience on Bevo Boulevard. Last season, the school unveiled a new refrigerated beer truck with 15 taps called “Big Beertha.”
UT administrators still promote drinking responsibly, the school said. Anheuser-Busch will implement its “Decide to Ride” campaign on UT game days, urging fans to get home safely.
Contact Brian Davis by phone or text at 512-445-3957. Email bdavis@statesman.com or @BDavisAAS.
This article originally appeared on Austin American-Statesman: Texas Longhorns athletics signs five-year deal with Anheuser-Busch
