Budweiser – ‘Best Seats in the House’ and ‘American Tailgate’


Budweiser as a brand had suffered from underinvestment for a number of years. Having been a major player in the market, it had gradually slipped into the minor positions and was seen principally as an off-trade party beer.

In 2022 Budweiser Ireland was awarded the contract as the official drinks sponsor of the Aer Lingus College Football Classic. This afforded an opportunity to make a splash, improving visibility and credibility in the context of an event that underpinned its US credentials, taking advantage of the arrival of 40,000 US college alumni into Dublin city centre.

Due to the impact of Covid-19 on the drinks industry as a whole, a massive push was put on bringing consumers back to the bars. In order to do so Budweiser wanted to highlight their draught offering.

Our Response

Our creative response was to really bring the brand to life across the Aviva Stadium on game day as well as create the atmosphere of a true American Tailgate in Temple Bar and venues near the stadium.

We did this by creating custom-branded bars throughout the Aviva as well as completely taking over the IRFU and FAI presidential suites and converting them into a VIP Budweiser Lounge for ‘The Best Seats in the House’.

In Temple Bar we converted two iconic Dublin pubs into team bars. Buskers on the Ball became Buskers ‘Home of the Huskers’ (Nebraska Huskers) and Fitzsimons became Coach Fitz’ ‘Home of the North-Western Wildcats’. These bars were given completely new looks with extensive team and brand dressing throughout as well as customized entranceways and bunting hung throughout Temple Bar.

The Horse Show House and The Bridge were also fully decked out with custom entryways and bespoke interior branding. As well as the main venues, multiple smaller bars throughout Temple Bar were branded with bunting and other creative brand touch-points.

Attendees to the ‘Best Seats in the House’ at the Aviva Stadium were treated to a VIP brand experience with food and draught Budweiser available throughout the event.

Those unable to attend the match at the Aviva were immersed in the atmosphere of a true American Tailgate, whether they were in Temple Bar or a venue closer to the stadium.


  • 443 Guests Hosted for ‘Best Seats in the House’ in the Aviva Stadium
  • +426% Volume Uplift and 129.5HL Depletions in Tailgate Venues
  • 2K Tickets Sold
  • Social Reach = 195K
  • Social Impressions = 1M
  • PR Value = €372K
  • Media Reach = 27.5M
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Phone: + 353 (0) 1 687 7136
Email: info@neonagency.ie