Budweiser leverages cross-brand promotion opportunities

The heavyweight Budweiser brand joined the F1 grid in 2003, partnering with the BMW Williams F1 Team.

Budweiser had investigated F1 sponsorship previously, but concluded there were no ideal entry options available. That changed in 2023 when FMG secured the right team and promotional assets for Budweiser – within its stated budget.

Success during the first year of its partnership gave Budweiser the confidence to extend its F1 involvement into a multi-year agreement to promote other brands including Bud Light and Anheuser-Busch – depending on race location.